Stop guessing. Start knowing your market.
Entering a new market or category in Africa without the right data is one of the most costly mistakes a brand can make. We help you build a clear, evidence-based picture of the opportunity before you commit.
Questions we help you answer
- What is my market size?
- How does my category break down?
- Who are the main players?
- What are the market dynamics?
- What are the market trends?
- How does my target demographic look?
How we approach it
Quantitative
- U&A studies
- Market sizing
Qualitative
- Focus groups (FGDs)
- In-depth interviews (IDIs)
- Ethnography
- Immersions
Examples of our Product Optimisation Services in Africa
Gain insights into which key messages will be most effective for marketing new products, revitalising declining sales, or attracting users from competitor products, and identify those with the highest potential to drive purchase intent among your target consumers.
Evaluate your new product or flavour concepts to uncover which ones have the greatest potential to drive appeal, purchase intent, and willingness to pay. This enables you to concentrate your efforts on innovation and optimisation initiatives with the highest likelihood of success.
Conduct controlled testing of products and packaging formats to gain insights into product appeal, key drivers of appeal, and the degree of product optimisation. Identify consumer segments based on their product liking patterns and obtain insights on the relative positioning of your product vs your competitors in terms of sensory, occasions and lifestyle characteristics.
Test your products in a real home setting to gather insights into their performance over an extended period of use, understand consumer interactions with the product and the packaging and learn about how consumers use and integrate them into their daily routines and lifestyle.
Why are we the best partner to conduct Product Testing in Africa?
A dedicated Senior Sensory team
Turning your business questions into clear research objectives, actionable consumer insights, and business recommendations
Expertise in African countries
Deep knowledge of African markets and consumers, with strong central-local team synergies across all markets
A streamlined process
A single point of contact for multi-country projects, ensuring smooth interactions and simplified project management
Extensive coverage across 30+ countries
Delivering a consistent approach and quality standards while capturing the unique nuances of each market
Toolkit of Sensory and Concept Testing methodologies
Including specialised sensory data collection software enabling KPI summaries within 48 hours of fieldwork across Africa
Integration of Complementary Solutions
Combining concepts, products, and packaging findings with our global Qualitative, Quantitative, and Trade solutions to generate comprehensive insights.
Optimised market fit:
Product testing aligns products with consumer preferences and cultural nuances, enhancing success in specific African markets.
Reduced product launch risks:
Testing identifies potential usability and performance issues early, helping avoid costly rework or recalls.
Targeted consumer insights:
Feedback from real-world usage sharpens marketing strategies, enabling data-driven decisions for effective product positioning.
Get started
We are here to help you! Ask us anything or schedule a meeting!
What our clients have to say…
We got useful clear insights and we really appreciated the difference it makes for our innovation team to get professional research done on our products. It would be useful for us to do another study on our ciders at a later stage as we really see the value we got from it.
The report and study done was very useful and allowed us to fix the design of the pen. Project is actually ongoing with mould conception and we hope to launch by the end of this year!
The additional analysis (CATA PCA) was a huge hit with our internal team and the client. This also matched our fragrance strategy which makes me feel more confident.
Our insights on Product Testing in Africa
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Product testing in Africa: to launch or not to launch?
Last updated on 06/06/2025 Mind the Gap Between Your Product and Consumers’ Expectations Product testing in Africa is crucial for ensuring your new products meet the needs and preferences of individual local markets. According to Harvard Business School, around 30,000 new products launch each year, but nearly 80% fail. Effective market research can help ensure
03/10/2024 -
Concept Testing in Africa: Case Study on Soft Drinks in West Africa
Last updated on 06/06/2025 Explore how leveraging concept testing in Africa benefits FMCG manufacturers through this detailed case study. Context An international beverage manufacturer aimed to expand into West Africa by launching a successful European and Middle Eastern product—a concentrated still drink. To evaluate market potential and optimise commercialization, including packaging format and pricing, they
02/08/2024