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Market Coverage
Aareton Blue

Diageo imagery and position study (2022 ) Kenya, Nigeria, and South Africa (AaretonBlue)

Collaboration with various clients across Africa

The purpose of the study was to establish the sensation that different imagery connotes to inform preliminary concept development for various beverages as alcoholic manufacturers explore the soft and hot drinks market. The approach involved qualitative sessions with various categories of users with an inclination to younger users, a total of 8 focus group discussions with 80 respondents were completed in each country. Fieldwork was completed in Kenya, Nigeria and SA in the second half of 2022. Deliverables were raw transcripts and a summary report

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  1. For qualitative studies, we help our clients with refining the tools, translating materials when needed and recruiting the right respondents. We also moderate sessions and provide you with videos, audio recordings, transcripts, and a high-level report if you’d like. Everything we do is tailored to the client’s unique needs. For Qual studies, we support focus groups, in-depth interviews (IDIs), workshops, and product tests!

  2. For our quantitative studies, we use both CATI and face-to-face methods, depending on what works best for gathering insights. In Africa, while face-to-face interviews may be a bit pricier, they often lead to deeper insights, which we find really valuable. Just like with our qualitative studies, we make sure to review the tools, translate everything into different languages if needed, build sampling frames, script the tools, and run data collection with a strong focus on quality control. We provide our clients with data formats like SPSS or Excel. Plus, if you’d like, we can also help with analysis.