Leverage our qualitative expertise to explore the ‘Whys” behind perceptions and behaviours.
Gain in-depth understanding of the mindset of African consumers.
What can our Qualitative capabilities help you with?
To IDENTIFY patterns of behaviour, beliefs, motivations
To UNDERSTAND the underlying reasons behind behaviours and decisions
To GET INSIGHTS that can generate differentiation between brands propositions and create new opportunities
Examples of our Qualitative Research Methodologies
Leverage group dynamics to generate rich and nuanced insights from target audiences.
Deep dive into individual perspectives, attitudes, motivations with one-on-one interactions.
Observation of real-time consumers’ behaviour in their shopping journey to understand their decision making process, identify pain points and opportunities.
Immersive fieldwork to observe consumers in their daily lives and understand habits, usages, routines and real interactions with products and services…combining the interview with the power of observation.
Real-time feedback from a diverse and geographically dispersed pool of individuals in a flexible and familiar digital environment.
Illustrative videos, combining key spontaneous reactions and opinions providing an authentic snapshot of public sentiment on products, brands or campaigns.
Evaluating customer experience aspects such as staff performance, store layout, product availability, and regulatory compliance to identify improvements, enhance satisfaction, and refine operations.
Why are we the best partner for Qualitative Research in Africa?
A dedicated senior team
Able to understand and translate your business questions into research objectives, to read consumer insights and transform them into actionable business recommendations
Expertise in African countries
Deep knowledge of African markets, consumers and their dynamics. Synergies between central team members and a deep local footprint across all markets
An easy process for you
One single point of contact for multi-country projects to simplify interactions and project management
Wide continent coverage, yet one consistent approach
20+ countries covered with the same quality standards allowing to capture the different nuances across markets
Toolkit of Qualitative approaches to choose from
We can leverage various methodologies to yield the strategic answers you need
Opportunity to combine Qualitative Research with our global offer
Qualitative + Quantitative + Trade solutions to generate better insights
The tools to understand African consumers’ mind
Speak with our team to explore your Qualitative Research needs in Africa
Beyond Data Description
We provide in-depth analysis that translates data into strategic insights and actionable recommendations.
Addressing Key Business Questions
Our reports focus on answering crucial business questions, driving strategic decisions and value.
From Data Points to Strategic Insights
We convert raw data into meaningful narratives that align with your business goals and guide growth.
Get started
We are here to help you! Ask us anything or schedule a meeting!
What our clients have to say…
I just wanted to extend my gratitude for the amazing work that you always deliver for us, your passion and quality of work is unmatched!
This report is full of great insights. Please thank everyone who worked on this project and express my gratitude to all.
The team already incorporated many learnings from the home visits into their presentations.
It is always such a pleasure when you present to the team with your enthusiasm and expert knowledge.
Our insights on Qualitative Research in Africa
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How to manage successful recruitment in Qualitative Research in Africa
Qualitative research in Africa must be approached with certain considerations in mind. Why? Because Africa is a diverse and fragmented market, with limited infrastructure. It also has low literacy rates, socio-economic challenges, a myriad of languages with a relevant part of the population living in remote areas. So how do qualitative researchers manage this context
06/02/2024 -
5 benefits of conducting online surveys in Africa
When it comes to conducting market research, there are many approaches. Face-to-face interviews, focus groups, in-depth interviews (IDIs), online surveys… Each proves valuable for different purposes, but with technological advancements progressing rapidly, and particularly since much of the world moved ‘online’ during the Covid-19 pandemic, the latter (online surveys) are becoming an ever more popular
07/11/2023 -
Interview with Susana Costa, Global Head of Qualitative Research in Africa
Today we speak to Susana Costa, the Global Head of Qualitative Research in Africa at Sagaci Research. She is based in Maputo, Mozambique and also serves as Mozambique and Angola Country Manager. She explains her role, background and experience working in African markets for over a decade. Could you please tell us about your background
20/04/2022