Africa Insight Lab, a corporate research firm, has launched in Nairobi. The service uses data collected from average consumers with the aim of helping firm of all sizes find out what their customers want.
Africa Insight Lab maintains a database of trusted and diverse respondents, who are representative of a company’s average user. This data is collected via email, phone call, SMS or WhatsApp.
These respondents sign up and provide relevant bio-data, such as their educational level, marital status and income. They then answer a set of questions designed to determine what their interests are and what products they use. The service comes with a reward for respondents. Every survey responded to earns them 50 shillings (US$ 0.49), which is sent to them in the form of mobile money or airtime .
Werner, formerly of Mara Mentor, adds that the service is targeted to firms entering a new market, launching a new product, expanding the scope of their services or just rebranding.
By getting feedback from a typical user, the companies are able to tweak their offerings before going to market. Africa Insight Lab delivers the raw data from their market surveys, and a summary of responses for the companies to analyse and shape their strategy.
The raw data is then processed and trends can be identified. The whole process, Nina adds, is cost efficient
and can be customized for use by any firm, regardless of size.
Africa Insight Lab currently operates in Kenya, with plans to expand in the course of the year.