A Public Private Partnership, wanted to size and quantify the demand gap in cereals across selected East African countries.


We designed a methodology that will provide a comprehensive representation of the sector, resulting in the client able to quantify the market. We conducted the study in three distinct phases:

Retail Census & Store Audit: Our team covers street-by-street the areas of a city, capturing relevant information on each location including name, address, pictures, GPS, categories & products sold

Focus Group Discussions: Deep dive discussions with selected participants to understand key attributes, patterns and behaviours

Mass Market Survey: Over 500 surveys across the main cities of the country, representative of the target consumer further testing the hypotheses generated from the qualitative phase


We were able to provide the client with an extensive database and report combining the data and insights attained from all three methodologies. The outputs included:

Comprehensive database of over 1,000 points, structured by city.

Map of existing outlets and key characteristics such as type, key products and GPS Coordinates including a heat map of high trade areas.

Transcripts and notes detailing highlights of interviews on focus group discussions such as key brand attributes, patterns of consumption, purchase habits and other key insights.

Mass survey addressed areas such as average spending on selected product categories, average frequency of purchase, brand penetration and drivers and problems in supply.

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