A leading global drinks manufacturer wanted to keep their finger on the pulse regarding consumer behavior across key African markets in order to protect and grow their share in an increasingly competitive environment.
The Approach:
MDI designed ‘Always On’ communities in 6 core markets to collect information about non-alcoholic beverage consumption behavior of Gen Z and Millennial consumers in each market.
The Result:
Over the course of 11 months, MDI conducted 81 studies across 8 African markets, offering our client valuable insights into their target consumers.
This agile approach allowed country marketing teams to effectively respond to consumer feedback on communication campaigns as they arose, while also maintaining a strategic focus of product developments and marketing initiatives.
