Emerging African Consumers

The African consumer market is unique and challenging. Informal markets where transactions are primarily in cash dominate the landscape. Connected consumers demand the best in the world yet infrastructural challenges and lack of market services create a vacuum of information.

Observing user needs for product and service design is not enough, the entire ecosystem must be taken into consideration for developing the most effective market strategies.

Business models, purchasing patterns, consumer behaviour or payment plans...Emerging Futures Lab applies insights from original primary user research directly from the field to help you understand the operating environment and discover ways to build bridges between the formal and the informal economies.

Whether you're just starting to think about the untapped opportunities or you're struggling to connect with the rural majority, contact us. We keep our finger on the pulse of emerging African economies.