A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents. I should be...Continue Reading
Our exploration of cultural relevance focused on two key dimensions that are shaping modern South African consumer culture: youth culture and mass market culture. While culture has many layers, these two areas emerged as the strongest indicators of how consumer behaviour, communication, and brand perceptions are evolving.The first dimension is youth culture, arguably the fastest-evolving cultural force in South Africa. Through our street interviews and observations, we found that today’s...Continue Reading
Mogorosi Mashilo, Founder and Director of TrendER, was invited as a panel expert on CNBC Africa’s Marketing, Media & Money programme to discuss Business Insights on Loyalty Programmes. During the discussion, he shared strategic perspectives on how loyalty programmes have evolved beyond simple rewards mechanisms into powerful business tools that influence consumer behaviour, strengthen customer relationships, and generate valuable consumer insights.Drawing on his expertise in consumer intelligence and brand advisory,...Continue Reading
In recent years, many focus groups shifted from in-person sessions to online formats, driven first by the realities of the COVID-19 pandemic and later by the convenience that virtual research offers. Online groups have undoubtedly made research more accessible, efficient, and easier to coordinate. Yet despite these advantages, nothing can fully replace the human element of a face to face focus group. We are increasingly seeing clients willing to step...Continue Reading
Understanding the Multifaceted Consumer: Consumers Beyond Data Points Consumers are not as homogeneous as brands sometimes assume them to be. Their worlds are complex, layered and constantly evolving. An individual is not defined by only one aspect of their life. They are shaped by many touchpoints, roles, environments and life experiences. They may be a parent, a professional, a friend, a community member, a digital creator, a cultural participant and...Continue Reading
For years, brand health has been measured through a familiar lens: awareness, consideration, and preference. These metrics have long served as the backbone of brand tracking studies. But in African markets—particularly in South Africa—this model is no longer enough. Because being known is not the same as being chosen. The Problem with Awareness-Led Thinking Awareness is easy to build. Media can drive reach, frequency can create familiarity, and over time,...Continue Reading
