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.
Every article, guide and talk sits in one of four research pillars.
Featured essay · Marketing Africa
$3.24
What Rwandan tea averaged per kilo at the Mombasa auction, and why the reason is psychological, not agronomic.
Why Rwanda Tea Tops Mombasa: Lessons for African producers
The research
Ideas that change how you sell.
The library
Field guides for African markets.
Start free, then go deep.
Free guide · 5 fixes for this week
Stop the 5 mistakes that quietly cost you customers.
Five psychological mistakes African businesses make in their marketing, each with a concrete fix. Delivered by email.
One email with the guide, then the occasional new essay. Unsubscribe in one click. Privacy policy
Industry leaders’ briefing, Africa Coffee & Tea Expo 2025, Kigali.
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
PhDdoctoral researcher
Bring the research into your room.
Keynotes & panels
Conferences, trade expos and leadership retreats that need a sharper read on African buyers.
Strategy advisory
Positioning, pricing and buyer-trust strategy for exporters, agribusinesses and growing brands.
Team workshops
Hands-on sessions that turn behavioral science into your next campaign, offer or sales script.
Let’s decode your market.
Speaking, advisory or a question about the research: Dr Mawo answers personally.