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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...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,...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...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,...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...Continue Reading

For years, marketers have focused on understanding the consumer. but in 2026, there’s a new question: Are you marketing to the consumer—or to the technology advising them? Because increasingly, the decision-making process is no longer human-only, it is AI-assisted. The New Decision-Making Journey: Traditionally, the consumer journey looked like this: Awareness → Consideration → Purchase Today,...Continue Reading