African Lions is the most comprehensive investigation to date into the sub-Saharan middle class. The study has:
- taken 18 months to complete
- involved 150 researchers
- included many thousands of interviews
- collected 300 hours of video footage
- spanned ten of the fastest-developing cities on the continent.
The study comprised desk research, qualitative research and quantitative research in 10 major African cities, namely: Abidjan (Ivory Coast), Accra (Ghana), Addis (Ethiopia), Douala (Cameroon), Dar es Salaam (Tanzania), Kano and Lagos (Nigeria); Nairobi (Kenya); Luanda (Angola) and Lusaka (Zambia).
The report indicates the size and profile of the middle class and provides marketers with an in-depth understanding of living conditions, livelihood strategies, aspirations, media consumption, buying patterns, brand relationships and much, much more. The African Lions insight cloud houses the city reports, overall reports as well as curated insights catering to specific industries and companies.
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.