I decode human behavior to transform marketing for African businesses.
Behavioral Marketing · Kigali, Rwanda · 15+ Years ResearchResearch-backed insights for founders, managers and marketing professionals building businesses across Africa.
MY 4 RESEARCH PILLARS
Consumer Psychology
How & why customers decide
Marketing Africa
Strategies built for your market
Brand & Growth
Build brands that outlast you
Rethinking the System
Challenge the conventional wisdom
Creativity in Marketing: Why Small Offences Against the System Unlock Opportunity
Explore Before You Exploit: Why African Businesses Need a Loose Marketing Strategy
What Marketers Know That Economists Don’t?
Why Africa’s Business Growth Requires Behavioral Marketing Freedom
The Human Engine: How Staff Culture Shapes the Passenger’s Emotional Journey
The Psychological Mistakes That Keep Airline Customers Away
Pennywise and Pound Foolish: How Misguided Cost Cutting Is Slowing Down Rwandan Businesses
Why Marketing Works Better With a Limited Budget, The Hidden Power of Perception Over Reality
Your First Customer Should Be Your Employees, How Real and Feasible Is It?
Why City-Centric Development Weakens Nations and How to Build Prosperity Everywhere
The Secret Behind Long-Lasting Family Businesses: An Obsession with Customers
