Behavioral science · Marketing · Africa
Your customers aren’t irrational. They’re misread.
Research-backed insights on how African buyers really decide. Written for founders, managers and marketing teams.
15+years across sectors, start-ups to enterprises
Dr Mawo Martin Luther
Four lenses on how Africa buys.
Dr Mawo’s research is organised in four pillars.
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What Rwandan tea averaged per kilogram at the Mombasa Tea Auction in 2025, the highest of any origin. The essay argues the reason is mostly behavioral.
Why Rwanda Tea Tops Mombasa: Lessons for African producers
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5 psychological mistakes in marketing.
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About Dr Mawo
Where human psychology meets the market.
Researcher and writer at the crossroads of behavioral science and technology. Fifteen years across sectors, from early-stage projects to established enterprises, studying why African buyers, leaders and markets behave the way they do.
“Most businesses that fail on innovation did not fail because the idea was bad. They failed because the idea entered a system that was not ready to receive it.”
15+years of practice
1,000+topics studied
Doctoratedoctoral degree
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