Semiotics
Working with “non-human” cultural inputs. Gathering, analysing and extrapolating meaning.
Qualitative research
Ethnography, Mobile/ Online, Group discussions, Expert interviews, One-2-One interviews, influencer interviews, B2B
Trends
Monitoring specific categories, brands or cultural phenomenon in order to inform brand strategy, innovation, NPD, new product launches, communication
Quantitative research
U&A surveys – online/ F2F; Hall tests
We are a tight knit cohort of African aficionados living in and/or constantly engaging with the continent to offer unparalleled cultural insights and innovation inspiration to help clients take advantage of growth opportunities in Africa; And with a small office based in Lagos, Nigeria, we are strategically positioned to do so.
We work with agencies and direct clients on Insights, Innovation and Brand Strategy Challenges.
I’ve spent 20 years in the insights and brand consultancy world
I’m of Nigerian decent so have always had a constant involvement with the African continent and the diaspora
I started at Cambridge University where I was a linguist (German & French) doing ad-hoc research projects for research firms.
I worked in Japan for an NPO conducting qualitative and quantitative work around citizenship and democracy (Japanese)
I think spent time working with Flamingo in the UK and US working purely on qualitative projects (NPD, Concept Testing, exploratory, online). A key focus was FMCG and the alcohol category (mainly in Africa)
Next I worked at Clear in their straddling their insights and innovation teams and working predominantly on tech, banking, mobile, etc.
Once leaving Clear I worked in a freelance capacity and focussed increasingly on projects involving Africa (picking up from much of the work that I did at Flamingo)
I finally founded Mojo Africa and have worked exclusively on African focussed projects since. We’ve worked in Nigeria, Kenya, South Africa, Ivory Coast, Gabon, Chad, Senegal, Togo, Uganda, Ethiopia and many more. We have a strong network but equally people I’ve trained on the ground in many locations so they are uniquely adept at identifying trends and insights that help to differentiate our output compared to competitors.
