Research that sharpens strategy.
Audience, category and market research that turns uncertainty into a defensible point of view — not another 80-slide deck nobody reads.
What we actually do.
We run research the way we run everything else: with a point of view. Every study starts from a decision you need to make — enter this market, launch this product, reposition this brand — and is designed to answer that question specifically. Ten honest interviews beats a thousand-person survey with the wrong questions, every time.
Deliverables
- Audience discovery: interviews, diaries, ethnography
- Category and competitor audits
- Quantitative surveys and conjoint analysis
- Brand tracking and recall studies
- Message and naming testing
- Actionable insight reports (not 80-slide decks)
Built for teams like these.
- 01
Teams entering a new market, segment or geography
- 02
Brands planning a rebrand or repositioning
- 03
Product teams validating features or pricing before launch
A process you can actually plan against.
Frame the decision
We write the one-paragraph decision the research has to inform. Everything else follows.
Design & field
Qual, quant or mixed — designed for the question, fielded in-country, not from a desk abroad.
Synthesize
We pull themes, not quotes. Research becomes a POV your team can actually use.
Decide
A working session to lock the implications and next steps — while the insights are fresh.
Outcomes, not deliverables.
- A clear point of view on the question you started with
- Audience segments and personas that hold up in the market
- A shorter path to launch decisions
- Research your team references long after the project ends
Questions about market research.
Do you run research in languages other than English?
Yes — Swahili, French, Portuguese, Arabic and more, through vetted local partners. Fielding in-language always beats bad translations.
Can you combine quant and qual in one project?
Absolutely — and we usually recommend it. Ten interviews plus a targeted quant read triangulate much better than either alone.
How much does a research project cost?
Focused qual-only projects start from USD 6,000. Mixed-method studies are typically USD 15,000–35,000 depending on sample size and geography.
From the journal.
Market Research on a Startup Budget — Seven Methods That Actually Work
You do not need a USD 80,000 research project to make a good decision. Seven market research methods founders can run this month, on a startup budget.
Brand Strategy for African Startups — A Founder's Playbook
How founders in Nairobi, Lagos and Cape Town can build a brand strategy that earns trust, wins deals and scales — without a 40-slide deck.
Ready to scope market research with us?
A 45-minute discovery call, a tailored proposal inside a week, a kickoff within two. Tell us what you're working on.