market research in kenya

Frontline Research Group Seeks Syndication Clients for Market Research in Kenya

Frontline Research Group (FRG) has been conducting market research in Kenya for many years and we have developed a thorough understanding of the retail trade in this region.

Steve Johnson, Managing Director of FRG, says, “We offer syndication opportunities on two levels; the first being a national census or retail outlets to determine the size of the prize and, secondly, access to our active tracking studies that give longitudinal tracking data to monitor a brands success and performance relative to its competitors. As part of our ongoing market research in this area we are looking for syndication partners.”

Advantages of syndication

Syndicating a market research project in Kenya’s fast-moving consumer goods (FMCG) industry offers several advantages:

1. Cost Efficiency: Syndication allows multiple stakeholders to share the cost of the research. This makes it more affordable for each company compared to conducting proprietary research.

2. Broader Insights: By pooling resources from multiple companies, syndicated research can cover a wider range of data points and provide more comprehensive insights into market trends, consumer behaviour, and competitive analysis.

3. Faster Results: Syndicated research is typically conducted on an ongoing basis, which means the data is updated frequently. This allows businesses to access timely insights without the delays of commissioning a new study.

4. Benchmarking and Comparative Analysis: Syndicated research offers comparative data that allows companies to benchmark their performance against industry standards. This helps FMCG firms evaluate their market position and identify areas for improvement.

5. Trend Monitoring: Since syndication often involves continuous data collection, companies can monitor trends over time. This is particularly important in the dynamic FMCG sector, where consumer preferences and market conditions can change rapidly.

6. Actionable Data for Decision-Making: FMCG companies can leverage syndicated research to make informed decisions on product development, marketing strategies, pricing, and distribution channels, based on solid industry-wide data.

7. Access to Expert Analysis: FRG will provide expert analysis and recommendations as part of their syndicated reports, offering additional value and helping FMCG businesses interpret the data.

8. Collaboration Opportunities: By participating in syndicated studies, companies may gain insights into industry-wide challenges and foster collaboration with other businesses to address common issues.

Research Information Provided

Syndication partners with FRG will gain access to a wealth of valuable data that can transform their approach to the East African market. The benefits include:

Benchmarking Data: Universe size and market size data provide benchmarks for trade execution strategies.

Outlet-Level Insights: Detailed, geo-coded data on outlets, including their characteristics and level of sophistication.

Channel Segmentation: Insights that reveal portfolio opportunities and help align strategies with market realities.

Gap Analysis & Expansion Opportunities: Identification of potential outlets for distribution expansion and market penetration.

Route-to-Market Insights: Data to optimize territory management and distribution routes.

Supply Chain Insights: Comprehensive information on supply chain dynamics, crucial for maintaining efficiency and reliability.

E-commerce & Payment Methods: Outlet-level data on e-commerce capabilities and payment methods, providing a modern edge to market strategies.

“With this data, businesses can move beyond guesswork and make informed decisions that drive success in East Africa’s vibrant and evolving markets,” adds Steve.

If you are interested in participating in the syndication, please contact Liesl Pearson on tel +27 (0)86 999 0407 or email liesl.pearson@frontlineafrica.com