Africa is a land of opportunities, with a potential for unprecedented growth. While the extraordinarily levels of ethnic, cultural and behavioural diversity are an asset, they are also an obstacle for businesses to overcome. Add to this, the new age culture, influenced by the ever-connected digital world. It’s clearly not easy for any business trying to make inroads into upcoming and established African economies. While the solution is obvious enough, understanding the thought processes of the diverse consumers across African nations is easier said than done – but not impossible! We present a novel way for marketers and researchers to get closer to decision makers and consumers of products and services by employing key factors driving the digital madness – the INTERNET, SMARTPHONES, COMMUNICATION PLATFORMS, and the consumers’ natural urge to share and communicate with others.

2. Understanding Consumers – The Holy Grail for Businesses
© 2018 Borderless Access 2
In the highly competitive, increasingly
transparent and digitally enhanced world,
consumer centricity is the key for
businesses to stay relevant and grow.
And understanding consumers is first step
towards consumer centricity
Consumer
Centricity
Understand your
consumer
Design the
experience
Deliver
experience to
delight
Use Feedback
to derive
continuous
improvement

3. Understanding Consumers – Approach for Today’s world
© 2018 Borderless Access 3
Methods which are relevant In Today’s
connected and evolving World
A new Lens to Generate deeper insights
leading to more actionable decision making
Which are best to reach consumers and get
quality insights with two way information
flow

4. The Key Is To Reach Consumers – Go where they are
© 2018 Borderless Access 4
Right
Time
Right
Location
Home OthersWorkplace
Right
Method
Hrs 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM

5. Use The Right Channel
© 2018 Borderless Access 5
RIGHT
CHANNEL
Email
Average responses per day using all other methods
9%
9% 9%
10%
9%
11%
9%
8%
0%
5%
10%
15%
20%
25%
30%
Mon Tue Wed Thur Fri Sat Sun

6. Use The Right Channel
© 2018 Borderless Access 6
RIGHT
CHANNEL
Email
SMS+Email
Email
11%
Average responses per day using all other methods
9%
10%
11%
12% 12% 12%
10% 10%
0%
5%
10%
15%
20%
25%
30%
Mon Tue Wed Thur Fri Sat Sun

7. Use The Right Channel
© 2018 Borderless Access 7
RIGHT
CHANNEL
Email
SMS+Email
Whatsapp/Social
Email
SMS+Email
11%
15%
Average responses per day using all other methods
9%
14%
15%
16% 16%
14%
13%
13%
0%
5%
10%
15%
20%
25%
30%
Mon Tue Wed Thur Fri Sat Sun

8. Use The Right Channel
© 2018 Borderless Access 8
RIGHT
CHANNEL
Email
SMS+Email
Whatsapp/Social
Adaptive Invites
Email
SMS+Email
Whatsapp/Social
11%
15%
Average responses per day using all other methods
22%
9%
21%
22%
25%
23%
26%
22%
19%
9% 9%
10% 10% 10% 10% 10%
0%
5%
10%
15%
20%
25%
30%
Mon Tue Wed Thur Fri Sat Sun

9. © 2018 Borderless Access 9
Hence Today’s
digitally connected
world provides an
opportunity for
innovative data
collection methods

10. New Age Method to Get Better Consumer
Understanding
© 2018 Borderless Access 10
Nigeria
South Africa
Target
Group
Smartphone
Users
Men and Women,
18+ years
Consume
snacks

11. Consumers Sharing Media / Thick Data
© 2018 Borderless Access 11
3 2
Media posts per day/ per
respondent

12. Consumers Sharing Real-life Experiences
© 2018 Borderless Access 12
“The first thing I do when walking down the
aisles is look for something that says “try me,
I’m new” I love trying new products so those
are always first on my list”
“I decide when I get there's based on what I
feel like, if there is a promotion on something
similar to what I want them I try that”
“I will try new things though, if they are
advertised as new I always give them a try,
also if free testers I will always give try it and
if I like it I repeat buy. I feel that is probably
the best way to get me to try a new product,
giving away testers in the shops”
“If I am buying for a group of people I always
get 2 big packets of chips. It works out
cheaper than other snacks. Also cheese and
biscuits if it’s for a braai or something”
“Relatively there are different kinds of
chocolates and biscuits; some are cheap
while some are expensive. Best value for
money for me would be which snack can
satisfy me at the time I want it. I will go
with chips because I prefer it to biscuits
or chocolates”
Chicken burger and cheese, Southern
friend kitchen, meet pie, Because they
are low in energy density, high in
nutrient density, and Sustaining a high
level of satiation and satiety helps keep
one within the caloric discretionary
allowance, and helps one maintain a
healthy body weight.
“Healthy snacking is that type of
snacking which doesn't just fill you up
but gives you nourishment,
contentment and all round nutrient your
body needs”
16 10
Text posts per day/ per
respondent
South Africa Nigeria

13. Well engaged consumers Boasting, Advising,
Requesting and Connecting
© 2018 Borderless Access 13
To be honest, I
don’t really look
to much at the
nutritional side,
I’d say typical
Male really
I woke up with
the biggest
cravings for
chips lol
I really miss
the chutney
flings, I loved
them.
You'll be amazed to
know the ones you
considered healthy are
actually not, and the
two drivers are
affordability and
acceptability
If I’m buying,
then the people
I’m sharing with
get what I want
haha
Please please
please hook
me up - "For
promotions“

14. • Sausage Rolls, Pie, Cakes, Chin Chin, Donuts, Plantain
Chips, CSDs and Biscuits across occasions
• Chips and Popcorns for fun and munching
• Biltong, chocolates and Chips
• Sweet jellies
• No breakfast
• Longer travel time (especially in Lagos)
• Something to eat tasty
• Remove boredom
• Post workouts
Snacking On-The-Go
© 2018 Borderless Access 14
Gets closer to consumers and understand their preferences and needs nearly at real-time
What What
Munching
Hunger
When When

15. Behaviour was Different But Brands Do Attract In Both
The Countries
© 2018 Borderless Access 15
Sharing
Buying what I want and just
the bigger size
Sharing
Buying Chips and biscuits so can
do rounds of sharing
And among the two, RSA is more individualistic about choice of snack, but thoughtful about
quantity, while Nigeria was thoughtful about choice of snack while sharing
Brand preference pays equal importance along with new products,
packaging, promotions and price

16. Health is Evolved Concept in RSA while Nigeria Health
Needs are very Functional
© 2018 Borderless Access 16
South African have evolved understanding but still are casual
South Africa Nigeria
Healthy snacking is
• Low on sugar and Low on Carbs
• Natural products
• Fills daily nutrition requirement of body i.e. vitamins, protein
and carbohydrates etc.
• Filling and not harmful
• Has fiber
Consumers feel that health is on top priority nowadays
across, however individual food choices are not always
health focused
Consumers are health cautious but still eating the regular
food items. Others feel they are already eating healthy stuff
Prefer Healthy snacks you eat
Fruits Nuts
My regular stuff, meet pie, rolls,
beef, plantain and corn chipsBaked
Chips

17. This Opens the channel for real-time insights and information
across Global, Regional as well as Local Business Stakeholders
© 2018 Borderless Access 17
Real time Insights for all Developing Markets
Real time Insights for all South Africa
Real time
Insights for
Africa Region

18. © 2018 Borderless Access 18
Consumer & Shopper centricity
essential to make a Bigger Impact

19. Resistance is Futile
© 2018 Borderless Access 19

20. © 2018 Borderless Access 20
Thank You
Dankie
Ngiyathokoza Enkosi
Ngiyabonga
Ke a lebogaSesotho
Ke a leboha
Ngiyabonga
Ndi a livhuha
Ndza Khensa

21. © 2018 Borderless Access 21
Ejaz Mirza Giulia Iorio-Ndlovu
Connect with us on