Market & Social Research

Understand what
moves markets.
And people.

We connect market evidence, consumer behaviour and social context to give clients a clearer view of demand, opportunity, risk and the decisions ahead.

Explore capabilities ↗ Talk to our team
Market Research

Our market research blends economic trends with real consumer behaviour to validate, shape and strengthen business strategy.

We collect and analyse evidence to uncover opportunity, diagnose risk and understand the dynamics within a target market or consumer segment. The goal is not simply more data. It is a clearer answer to the commercial question behind the brief.

01

Demand

Is there a clear need or desire for the product or service in the market?

02

Economic indicators

What is the income profile, purchasing power and economic reality of the target consumer?

03

Market size

How large is the potential audience and where does commercially viable opportunity sit?

04

Location

Where are consumers, and how far can the business expand through geography and distribution?

Market ResearchMarket Research
Market Intelligence

See the market as a connected system.

We evaluate the forces around the decision (not isolated data points) to show what is changing, who is driving it and where the opportunity sits.

Market intelligence analysis
Four intelligence lenses

From market signals to strategic direction.

Our market intelligence work brings together competitor, product, market and customer evidence so clients can see the full context behind a decision.

Discuss your market question ↗

Competitor Intelligence

Understand the competitive landscape, positioning, strengths, gaps and market activity shaping the category.

Product Intelligence

Assess product offers, propositions, performance and the spaces where differentiation can be created.

Market Understanding

Connect category structure, trends, demand, channels and economic context to the wider market opportunity.

Customer Understanding

Explain needs, motivations, preferences and behaviours behind purchase and usage decisions.

Market Entry Analysis

Enter new markets with fewer assumptions.

Considering expansion into a new market or introducing new products within an existing one? We assess market gaps, growth opportunities, capabilities and challenges to give clients the framework required for entry.

Market Entry Analysis Market Entry Analysis
01

Opportunity

Where are the unmet needs, market gaps and growth opportunities?

02

Market conditions

What category, economic, distribution and competitive conditions shape entry?

03

Consumer fit

Who is most likely to consider the offer, and what must it deliver to win?

04

Route to market

Should entry involve exporting, a new location, a first brand launch, or extending products and services to existing customers?

Consumer Research

Know more than who your customers are.

We uncover why consumers behave the way they do, then translate those motivations into implications for products, brands, communications and growth.

Consumer ResearchConsumer Research

Anticipate needs

Identify changing expectations before they become obvious market shifts.

Spark innovation

Use unmet needs and behaviour patterns to guide concepts, products and services.

Personalise marketing

Understand audiences well enough to make targeting and communication more relevant.

Solve business challenges

Translate consumer evidence into practical direction for the decision in front of you.

Our Services

Continue exploring R&I capabilities.

Market & Social Research connects directly to the wider R&I portfolio, making it easy to move from market understanding into the next capability required by the brief.

Market & Social Research
01

Market & Social Research

Current service

You are here
Economic Development
02

Economic Development

Economic research & investment

Explore ↗
Marketing Consultancy
03

Marketing Consultancy

Strategy, auditing & analytics

Explore ↗
Brand Development
04

Brand Development

Brand growth & equity

Explore ↗
Feasibility Studies
05

Feasibility Studies

Market viability & opportunity

Explore ↗
Product Evaluation
06

Product Evaluation

Concept, price & product testing

Explore ↗
32+African markets within our research network
35+Years of combined research experience
360°From fieldwork and analysis to strategic direction
Start a conversation

What do you need to understand?

Tell us the market, consumer or social question behind the brief. We’ll help shape the right research approach around the decision.

Contact our experts ↗
OfficeWestern Heights, Westlands
Nairobi, Kenya
Emailpartners@research-insightsgroup.com
Open HoursMonday to Friday
9am to 6pm