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Journey to the Center of the Mind

Africa is a land of opportunities, with a potential for unprecedented growth. While the extraordinarily levels of ethnic, cultural and behavioural diversity are an asset, they are also an obstacle for businesses to overcome.Add to this, the new age culture, influenced by the ever-connected digital world. Itu2019s clearly not easy for any business trying to make inroads into upcoming and established African economies.While the solution is obvious enough, understanding the thought processes of the diverse consumers across African nations is easier said than done u2013 but not impossible!

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Journey to the Center of the Mind

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  1. Understanding Consumers – The Holy Grail for Businesses Consumer Centricity In the highly competitive, increasingly transparent and digitally enhanced world, consumer centricity is the key for businesses to stay relevant and grow. Use Feedback to derive continuous improvement Understand your consumer And understanding consumers is first step towards consumer centricity Deliver experience to delight Design the experience © 2018 Borderless Access 2

  2. Understanding Consumers – Approach for Today’s world A new Lens to Generate deeper insights leading to more actionable decision making Methods which are relevant In Today’s connected and evolving World Which are best to reach consumers and get quality insights with two way information flow © 2018 Borderless Access 3

  3. The Key Is To Reach Consumers – Go where they are Right Time Right Method Hrs 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM Others Workplace Home Right Location © 2018 Borderless Access 4

  4. Use The Right Channel RIGHT CHANNEL 30% Email 9% 25% 20% 15% 11% 10% 9% 9% 9% 9% 10% 8% 5% 0% Mon Tue Wed Thur Fri Sat Sun Average responses per day using all other methods © 2018 Borderless Access 5

  5. Use The Right Channel RIGHT CHANNEL 30% Email Email 9% 25% 20% SMS+Email 11% 15% 12% 12% 12% 11% 10% 10% 10% 10% 5% 0% Mon Tue Wed Thur Fri Sat Sun Average responses per day using all other methods © 2018 Borderless Access 6

  6. Use The Right Channel RIGHT CHANNEL 30% Email Email 9% 25% 20% SMS+Email SMS+Email 16% 16% 11% 15% 13% 14% 14% 15% 13% Whatsapp/Social 10% 15% 5% 0% Mon Tue Wed Thur Fri Sat Sun Average responses per day using all other methods © 2018 Borderless Access 7

  7. Use The Right Channel RIGHT CHANNEL 30% 26% Email Email 25% 9% 25% 23% 22% 22% 21% 20% 19% SMS+Email SMS+Email 11% 15% Whatsapp/Social Whatsapp/Social 10% 15% 10% 10% 10% 10% 10% 9% 9% 5% Adaptive Invites 22% 0% Mon Tue Wed Thur Fri Sat Sun Average responses per day using all other methods © 2018 Borderless Access 8

  8. Hence Today’s digitally connected world provides an opportunity for innovative data collection methods © 2018 Borderless Access 9

  9. New Age Method to Get Better Consumer Understanding Nigeria South Africa Target Group Men and Women, 18+ years Smartphone Users Consume snacks © 2018 Borderless Access 10

  10. Consumers Sharing Media / Thick Data 3 2 Media posts per day/ per respondent © 2018 Borderless Access 11

  11. Consumers Sharing Real-life Experiences “I will try new things though, if they are advertised as new I always give them a try, also if free testers I will always give try it and if I like it I repeat buy. I feel that is probably the best way to get me to try a new product, giving away testers in the shops” Chicken burger and cheese, Southern friend kitchen, meet pie, Because they are low in energy density, high in nutrient density, and Sustaining a high level of satiation and satiety helps keep one within the caloric discretionary allowance, and helps one maintain a healthy body weight. 16 10 “I decide when I get there's based on what I feel like, if there is a promotion on something similar to what I want them I try that” “Relatively there are different kinds of chocolates and biscuits; some are cheap while some are expensive. Best value for money for me would be which snack can satisfy me at the time I want it. I will go with chips because I prefer it to biscuits or chocolates” “The first thing I do when walking down the aisles is look for something that says “try me, I’m new” I love trying new products so those are always first on my list” “Healthy snacking is that type of snacking which doesn't just fill you up but gives you nourishment, contentment and all round nutrient your body needs” “If I am buying for a group of people I always get 2 big packets of chips. It works out cheaper than other snacks. Also cheese and biscuits if it’s for a braai or something” Text posts per day/ per respondent South Africa Nigeria © 2018 Borderless Access 12

  12. Well engaged consumers Boasting, Advising, Requesting and Connecting Please please please hook me up - "For promotions“ To be honest, I don’t really look to much at the nutritional side, I’d say typical Male really You'll be amazed to know the ones you considered healthy are actually not, and the two drivers are affordability and acceptability I really miss the chutney flings, I loved them. If I’m buying, then the people I’m sharing with get what I want haha I woke up with the biggest cravings for chips lol © 2018 Borderless Access 13

  13. Snacking On-The-Go Gets closer to consumers and understand their preferences and needs nearly at real-time When When • • • Something to eat tasty Remove boredom Post workouts • • No breakfast Longer travel time (especially in Lagos) Munching Hunger What What • • • Biltong, chocolates and Chips Sweet jellies Sausage Rolls, Pie, Cakes, Chin Chin, Donuts, Plantain Chips, CSDs and Biscuits across occasions Chips and Popcorns for fun and munching • © 2018 Borderless Access 14

  14. Behaviour was Different But Brands Do Attract In Both The Countries Brand preference pays equal importance along with new products, packaging, promotions and price And among the two, RSA is more individualistic about choice of snack, but thoughtful about quantity, while Nigeria was thoughtful about choice of snack while sharing Sharing Sharing Buying what I want and just the bigger size Buying Chips and biscuits so can do rounds of sharing © 2018 Borderless Access 15

  15. Health is Evolved Concept in RSA while Nigeria Health Needs are very Functional South African have evolved understanding but still are casual South Africa Nigeria Healthy snacking is • Low on sugar and Low on Carbs • Natural products • Fills daily nutrition requirement of body i.e. vitamins, protein and carbohydrates etc. • Filling and not harmful • Has fiber Prefer Healthy snacks you eat My regular stuff, meet pie, rolls, beef, plantain and corn chips Baked Chips Fruits Nuts Consumers feel that health is on top priority nowadays across, however individual food choices are not always health focused Consumers are health cautious but still eating the regular food items. Others feel they are already eating healthy stuff © 2018 Borderless Access 16

  16. This Opens the channel for real-time insights and information across Global, Regional as well as Local Business Stakeholders Real time Insights for all Developing Markets Real time Insights for Africa Region Real time Insights for all South Africa © 2018 Borderless Access 17

  17. Consumer & Shopper centricity essential to make a Bigger Impact © 2018 Borderless Access 18

  18. Resistance is Futile © 2018 Borderless Access 19

  19. Dankie Ke a lebogaSesotho Enkosi Ngiyathokoza Ngiyabonga Thank You Ke a leboha Ndi a livhuha Ndza Khensa Ngiyabonga © 2018 Borderless Access 20

  20. Ejaz Mirza Giulia Iorio-Ndlovu Connect with us on © 2018 Borderless Access 21

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