Local context through real-time data is vital for business success in Africa, says Kasi Insights

Local context through real-time data is vital for business success in Africa, says Kasi Insights


NAIROBI, Kenya, 25 April 2022 -/African Media Agency (AMA)/- Africa’s potential as a market for new business is frequently misunderstood as there has historically been a dearth of real-time market data.

When asked how many companies in Africa earn annual revenues in excess of US$1 billion most business executives would typically estimate fewer than a hundred, or even zero. In fact, there are more than 400 such companies — and they are, on average, growing both faster and are more profitable than their global peers. More companies are not entering the vast African market simply because of such misunderstandings.

Yannick Lefang, CEO of Kasi Insights

Over the years any number of multinationals have entered this market in a void of proven data and become unstuck while a number of African companies have failed to expand in new markets due to the lack, and high cost, of data. It is for this reason that Kasi Insights was founded in 2016 by CEO Yannick Lefang to address the shortfall with the unique selling points of real time data, scale (20+ markets), agility and speed. Today, Kasi Insight is Africa’s leading decision intelligence company empowering business leaders and entrepreneurs to make crucial decisions with confidence. The company pairs its proprietary high-frequency survey capability with the latest advancements in statistics, data analytics and storytelling to inform better decisions on what Africans think, do and why. Every month, the company interviews thousands of Africans and turns survey-based data into actionable insights. Its key markets are Kenya, Nigeria, DRC and Ivory Coast; and key industries are in fast-moving consumer goods such as foodand beverages, beauty and personal care, and financial services.

“These sectors are also the most data-hungry. Companies looking to enter or expand on the continent typically do so on the back of outdated or even non-existent data. Yet their success is dependent on local insight – with 54 countries you cannot generalise. Africa is evolving fast, and the data has to match this through a digitalised platform. With our portal we allow our clients immediate access to real time, aggregated and trended data on a local, national and regionalised basis,” explains Lefang.
The solution is end-to-end, starting with feet on the ground, various indices with proprietary methodologies and ending with a portal which is its ultimate intellectual property. This mine of information can be specifically configured at the touch of a button by clients.

“Companies that enter the African market and fail, typically do because they don’t understand that each market has a specific context and history. While much may be similar, each has peculiarities and nuances, and so the same business model cannot be applied to each. What has been a huge success in East Africa might not work at all in South Africa, and this has in fact been the case. Yet ultimate success might be as simple as a slight tweak to a product or business model,” added Lefang.
For instance, because Africa has such as high penetration of mobile telephony, ecommerce businesses have wrongly assumed they would have a free ride on the continent. Lefang argues the context was missing, and businesses failed to account for the various factors which considerably brought down that penetration – consumer needs for ecommerce are not the same everywhere, not all phones are smart, poor internet access in many areas, unaffordability of data, lack of payment capability on the phone and poor infrastructure meant that delivery could not be effected – and especially, returning goods was a challenge. “Massive amounts of money were invested in a ‘huge’ market that turned out not to be so huge at that point. It will grow, but not as fast as was thought.”

“We have researched in our markets what it would take to have a seamless ecommerce experience and found in some markets the original market shrunk to just a tenth of what it was unscientifically thought to be. That’s why a company like ours is essential when contemplating a business venture in Africa,” adding it is not a ‘market research’ company but a ‘decision intelligence’ one. Its capability covers: brand intelligence, economic intelligence, consumer intelligence, retail intelligence and political intelligence.
“By this we mean we don’t wait for a client to come to us with a problem, which we spend the next two months researching only to find it’s already out of date because of an event like Covid-19. We constantly aggregate trended data often before a client comes to us. We then configure this real-time data for immediate decision making. The process is that fast. We can do so because we have been aggregating data for the past six years and have pioneered several indices like Africa’s first consumer confidence index released every month in 17 markets or our suite of retail category indices released quarterly. This puts us ahead of the game,” added Lefang.

To win in the world’s fastest-growing market, business and financial leaders need to have better visibility on the realities of Africa’s economies, markets, and communities through the lens of consumers. This is especially true in the post-COVID-19 era. “Only Kasi Insight can give you this kind of pan African market intelligence,” concluded Lefang.

Distributed by African Media Agency (AMA) on behalf of Kasi Insights.

About Kasi Insight

Kasi Insight is Africa’s leading decision intelligence company empowering business leaders and entrepreneurs to make crucial decisions with confidence. The company pairs its proprietary high-frequency survey capability with the latest advancements in statistics, data analytics and storytelling to inform better decisions on what Africans think, do and why. With over 120,000+ interviews conducted every year across 20+ African countries, Kasi is the largest aggregated and trended dataset on consumer changing habits, needs and aspirations. Its customers include the largest consumer facing companies in the world (FMCG, Food & Beverages & Financial Services). The company is headquartered in Toronto (Canada) and Nairobi (Kenya). To learn more, visit https://www.kasiinsight.com

You might also enjoy

Subscribe To Our Newsletter

Get updates and learn from the best

By submitting this form, you are consenting to receive marketing emails from: African Media Agency.

Conférence de Presse en Ligne

Les frontières terrestres ne doivent pas constituer des obstacles à la dissémination de votre message. Grâce à notre service de conférence de presse en ligne, nous vous offrons l’opportunité de vous rapprocher des médias africains, chaque fois que vous en aurez besoin.

Nos services comprennent:

Digital Communications

Today, social networks constitute an organization’s first point of contact with a user and a potential customer. At first glance, you need to convince of the relevance and quality of your content to stimulate and motivate the user to go further. We create consistently inspiring online strategy to meet business objectives, engage stakeholders and enhance our client brand’s reputation internally and externally.


Communication​ digitale

Les réseaux sociaux représentent aujourd’hui le premier point de contact d’une organisation avec un utilisateur et un client potentiel. Au premier coup d’œil, vous devez le convaincre de la pertinence et de la qualité de votre contenu pour l’inciter à aller plus loin. Nous créons pour vous une stratégie de communication précise et adaptée sur les réseaux sociaux pour atteindre les objectifs commerciaux, impliquer les parties prenantes et améliorer la réputation de votre marque en interne et en externe.

Promotion​ d’événements

Le succès d’un événement réside en moitié dans sa promotion. Peu importe la beauté de l’événement, la qualité des orateurs et de l’ordre du jour, si personne ne rapporte ou ne parle de votre événement, vos efforts seront vains. Nous vous aidons à façonner votre récit et à créer un engouement autour de votre événement. De l’annonce de l’événement à la tenue de celui-ci, nous accompagnons votre effort de planification et le reflétons sur toutes les plateformes médiatiques.​

Formation​ Médiatique

Nous fournissons à vos porte-paroles les outils nécessaires pour présenter vos principaux messages et répondre avec confiance et cohérence aux questions. Notre formation est organisée soit à distance ou en présentiel, avec des études de cas réels et des répétitions. Nos clients repartent avec le sentiment d’être à l’aise devant les journalistes et d’agir en tant qu’ambassadeurs de la marque.

Veille​ Médiatique

Nous mesurons votre portée en relations publiques et rendons compte des informations de votre industrie et des activités de vos  concurrents en surveillant la majorité des canaux de diffusion dans toute l’Afrique. Une veille médiatique complète et opportune est essentielle pour s’assurer que vous ne manquez aucune référence à votre marque, que vous êtes constamment informé de ce qui se passe dans votre industrie et que vous êtes prêt à saisir les opportunités et à réduire les risques en temps opportun.

Relations​ Média

Peu importe le lieu où ils se trouvent, nous sommes une source d‘informations fiables pour les journalistes qui écrivent sur l’Afrique. Nous nous connaissons mutuellement et ils nous font confiance, car nous leur fournissons un contenu crédible qui les aide dans leurs tâches. Nous nous entretenons quotidiennement avec des journalistes aux quatre coins du continent, ce qui fait de nous l’un des organismes les plus efficaces pour mener des campagnes de relations avec les médias.

Stratégie et développement de contenu

Nous créons des stratégies de communication intelligentes, bien documentées et spécialisées destinées à vous aider à construire un récit fort qui engagera votre audience. Nous travaillons en synergie avec vous afin de rédiger des communiqués de presse et des articles d’opinions qui alimentent le récit de votre entreprise. Notre équipe a une expérience approfondie dans la création de récits et le développement de contenu multimédia.


C’est le service phare d’AMA. Nous avons mis en place des canaux de diffusion des communiqués de presse auprès des journalistes des 54 États africains ainsi qu’auprès des journalistes américains et européens couvrant les sujets relatifs aux marchés émergents.​

​Nos services comprennent:​

Event Promotion

Half of the success of an event lays in its promotion. Doesn’t matter how beautiful the event is, how wonderful the speakers and the agenda are, if no one reports or talks about your event, your efforts are gone. We help you shape the narrative and create a drumbeat around your event. From the announce all the way to the outcome of the event, we accompany your planning effort and echo it through all media platforms

Media Training

We provide your spokespeople with the tools to present your key messages and answer questions with confidence and coherence. Our training is organised either remotely or face-to- face, with real case studies and rehearsals. Our clients leave feeling comfortable being in front of reporters and acting as brand ambassadors.

Media Monitoring

We measure and report on
your PR reach, industry news, and competitive activity by monitoring most channels in North, West, Central, East and Southern Africa. Comprehensive and timely media monitoring is critical to ensuring that you don’t miss any reporting of your brand,
you’re constantly informed on what’s going on around your business, and you’re ready to capitalise on opportunities and mitigate
risks in a timely fashion..

Media Relations

We have become an authoritative source of news for reporters writing about Africa, wherever they are. We know them, they know us, and they trust us for providing them with timely and accurate content that helps them do their job. We speak to reporters on a daily basis in all corners of the continent and this makes us one of the most effective agencies in running media relations campaigns.

Strategy & Content Development

We create smart and localised communications strategies to help build a strong narrative that will engage your audiences. We partner with you to create press releases and thought leadership pieces that sustain a drumbeat for your company’s narrative. Our team have deep experience in shaping narratives and developing media content.


This is AMA’s flagship service. We have set up channels of distribution towards the journalists of the 54 African states, as well as to American journalists and European journalists covering emerging markets issues.
Our service includes:

Editorial advice

Localised editorial piece when needed

Distribution to the major print, broadcast and online publications along with industry-specific publications

Follow-up calls to secure interview request

Guaranteed distribution to Africa.com

Distribution to Bloomberg, LexisNexis and Thomson Reuters

Social Media Reach: Facebook, Twitter, LinkedIn, Instagram

Full online monitoring and print monitoring when available. Includesreadership stats and Advertising Value Equivalent

Translation in French, Arabic and Portuguese available