Upcoming Projects
Despite economic challenges, South Africans cherish life's meaningful milestones and gatherings. These occasions span a wide spectrum, from joyful celebrations like birthdays, weddings, graduations, national holidays, and cultural festivals to more solemn rituals such as funerals, which hold deep cultural significance in honouring the departed and fostering community support. And there are many more forms in between. This study explores the diverse ways South Africans mark these occasions, while uncovering the deeper dynamics beyond the surface. We examine the meanings and emotions evoked by different types of events—from exuberant joys to reflective commemorations—along with the priorities that shape them, how they're planned, and their influence on purchasing decisions and consumer behaviour.
We also chart South Africa's calendar of key events. The research highlights drivers of connection, joy, meaning, and even solace, showing how they inform the choices individuals make. For marketers, this provides invaluable insights into these pivotal moments, enabling brands to engage authentically, at the right time, and in ways that resonate deeply with the occasion.
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South Africans Abroad: The Diaspora Study There are estimated to be over 1 million South Africans living abroad. This study explores the lives, loyalties, and lasting connections of South Africans living outside of South Africa — a community that continues to grow. We’ll look at how these global South Africans stay connected to home: what they miss most, how they engage with local culture and media, and whether they remain financially or emotionally invested in the country. The research will also examine their future plans from returning home to maintaining dual roots and what this means for brands seeking to reach them. Often overlooked, this group represents a potentially powerful yet complex market, with unique needs, nostalgic ties, and a strong sense of identity that bridges seas and borders.
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The study explores how commuting patterns evolve across different income levels, uncovering the impact of transport choices on lifestyle, work, and spending habits. This study examines key milestones, decision-making, and the role of mobility in shaping consumer choices.
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The African Consumer Class study takes a fresh look at the changing consumer landscape in Sub-Saharan Africa, a decade after our African Lions research. It examines the size and makeup of this growing segment, their purchasing habits, brand interactions, and evolving media and digital behaviours—offering essential guidance for businesses looking to engage effectively in this dynamic market.
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Partnerships
We have partnered with the SIGMUND Project and Helm Consulting as we pursue a number of research streams in the tourism and hospitality sector.
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Crucial to development across Africa we have partnered with the Genesis Project and Harambeans to explore how scalable entrepreneurship is manifested in multiple cities across the continent. We have also received funding (UTFORSK, Norway) as part of the SUNECO (sustainable entrepreneurial university ecosystems) project to look at University based incubation and entrepreneurship development. It is has been done in partnership with HØGSKULEN PÅ VESTLANDET (HVL University).
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As a research partner of HopeWorldWide’s Caregiver Learning Through Play Programme, we are exploring the behavioural impacts of play on development. The project is funded by the Lego Foundation.
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In partnership with Liberty Holdings (Standard Bank Group), we have done extensive research on financial services behaviour. This includes everyone from High-Net-Worth individuals to low-income households. This research is regularly published in scientific journals. Our partnership with Fair Score has opened the door to a deeper understanding of alternative credit scores as we constantly explore financial inclusion and the informal sector.
Included in the partnership is Credivision, who adds an analytical layer to the financial services projects we are involved in.
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Partnerships with iSolar and TruePoint have opened the door for consumer based research on renewable energy consumption. In addition we are working with Climate Action Studio (USA) to look at long term adoption behaviour.
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The last two decades has seen large scale changes in the way media is consumed. In addition, segmentation has changed dramatically since the phasing our of LSMs in South Africa. The project is being conducted in partnership with Gordon Muller (The Media Coach), Amu Mathebula (Kaya959), Gillian Rightford (ACA, AdTherapy) and Tumelo Chaka.
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