Back in 2015, our client, a major beer manufacturer in Mozambique, set itself a target of reaching over 90% share of the beer market there. The time span was “in the short term” – so that meant pretty much within the next few months. Our client was certain that the goal was realistic, even though … Read moreCase Study: A research approach to achieving Targeted Market Share.
In Tanzania, liquor sachets – 50ml and 100ml packs, had contributed a significant share to the overall liquor category, and were a key driver of spirit sales. It was pretty simple: The sachets were low priced, and had very decent alcohol levels – good bang for the buck from the consumer point of view. The … Read moreResponding to Market Dynamics – A Frontline case study
One of Frontline’s strengths is its historical culture of getting top management directly involved in the physical field environment of the accounts or projects that they manage. This is not just a case of spending time in hotels, or schmoozing with clients, either. It’s about getting into the field and directly experiencing the situation, the … Read moreGetting it done
Research information stands or falls on its ability to acceptably reflect reality using only a very small part of that reality in order to do so. It would be well-nigh impossible to measure, say, the opinion of every single individual in a country the size of South Africa. So we rely on a sample of … Read moreFrom LSM to SEM
By Kevin Abraham In my wanderings around a couple of local townships, I see a proliferation of shipping containers on the streets, and many of these house salons and barber shops. Container or otherwise, these salons are an integral part of the informal economy, and serve as community meeting points, where people gather to chat … Read moreTownship Hair Salons are paying their way.
BY Kevin Abraham 10.05.18 For those of you who might not know, Soweto is a large “township”, with a population of around 1.6 million people. It’s part of the Johannesburg Metro, but has its own, unique characteristics. Frontline recently completed a full retail census of all FMCG handling outlets in Soweto. We’ve counted, mapped and … Read moreWhy Quant Data Counts
BY Kevin Abraham 23.04.18 In my last article, I tried to make the point that a bad brief is just asking for project troubles. In that mode, here are a few types that might resonate with you: The Hairsplitter: A brief so minutely described, and restrictive, that it’s really a wonder that the client actually … Read moreBad Briefs
BY Kevin Abraham 06.04.18 When it comes to market research, I’ve come to understand that the very heart of the process is the briefing stage. It seems like a no brainer. Get the brief right and your chances of a successful project outcome are greatly improved. Yet all too often I hear of research projects … Read moreWhy experts should assist with Research Briefs
BY Kevin Abraham 22.02.18 Customer satisfaction is a concept that most organisations claim to know and appreciate. After all, understanding customer levels of satisfaction (or disappointment) with regards to services and products, and acting to improve it, would seem to be a crucial exercise. Yet all too often, I am informed that there is no … Read moreOn Customer Satisfaction Research