Quantitative research

In a constantly changing environment, where African markets have specific and often contrasting dynamics, understanding consumer behaviour and expectations is a strategic lever for brands and institutions.

Using rigorous methodologies and innovative tools, we analyse opinions and behaviours in various sectors: consumer goods, services, transport and mobility, health, tobacco industry, etc. We transform data into reliable and actionable insights to inform your strategic decisions.

Objectively assess the local situation and let the figures speak for themselves to inform your decisions

At OpinionWay Africa, our expertise in quantitative research is based on rigorous methodology, in-depth knowledge of the field and a proven ability to produce reliable, actionable data that is directly useful for decision-making.

Thanks to our four pillars of intervention, we support you at every stage of your thinking, through:

Robust systems to guarantee the reliability and representativeness of your results.
Clear, in-depth and action-oriented insights.
Demanding coordination across the entire territory, in compliance with deadlines and quality standards.
Relevant recommendations, rooted in your objectives and adapted to local realities.

We transform your data into clear, contextualised and operational insights to help you make quick, accurate and confident decisions.

Our Expert

Florence de Bigault

Managing Director

Our Methods

Image assessment / Brand audit

Analysing the brand’s current image and identifying its strengths and weaknesses

Scoping study

Defining the scope and objectives of a study to clarify the company’s needs

5W (Where, When, Why, Who, What) study

Analysing consumer behaviour according to several temporal and contextual criteria

Customer or market segmentation

Identify distinct groups of consumers or market segments for targeted actions

Packaging testing

Evaluating the impact of a design or packaging on perception and purchase

UX Test

Study to identify new innovation opportunities (White spaces)

Find untapped market opportunities or niches to invest in

Brand platform redesign/brand stretching

Analysing the impact of a change or extension to the brand on its image and position

(Re)positioning a brand, a range or an element of the mix (pack, communication)

Analysing the impact of a change in positioning or brand element

Competitive analysis for product launches

Evaluating competitors’ strengths and weaknesses to better position a product

Customer journey study

mapping the different stages of the customer journey to optimise the experience

Post-tests / Campaign review

Evaluate the impact of an advertising campaign on communication objectives

Range/price optimisation test

Evaluate the best range or price strategy to maximise profitability

Shopper/ethno

Observing the buying behaviour and motivations of consumers in a real-life context

Tracking the health of the brand

Monitoring changes in key brand indicators (awareness, image, preference)

Voting intentions

Measuring the electoral potential of a candidate or political party before a national or local election.

External research on specific targets

Carrying out targeted research on specific market segments or particular groups of consumers

Awareness/image barometer

Measure changes in brand awareness and image over a given period

Ad hoc study

Responding to a specific question from a customer or company on a particular subject

Satisfaction survey / NPS survey

Measure customer satisfaction and their propensity to recommend a product or brand

Pre-test, post-test, ad tracker

Testing the effectiveness of ads before and after they are shown

Concept testing / Potential testing / Trade-off

Evaluating the potential success of a new product or service by comparing alternatives

Logo, signature and visual identity testing

Measuring the impact and understanding of a logo or a visual element of the brand

360° overview

Assessing the overall impact of a multi-channel communication system.

Electoral estimates

Calculating the outcome of an election in real time as soon as the first polling stations close.

Optimising on-pack claims

Testing the effectiveness of on-pack messages and information