Dentsu Kenya, a full-service advertising agency that offers services from influencer marketing to media and creative, has just launched the second wave of its one-of-a-kind, bespoke consumer study to much fanfare from the business community.
This study looks at Kenyans in the digital age and examines their psychographics, behaviour and buying decisions across more than 50 categories.
When asked to give more detail on the study, Samantha Kipury (founder and group head of strategy and media at Dentsu) had the following to say:
“We interviewed over 3,000 Kenyans from both rural and urban settings in face-to-face interviews to understand their needs post Covid, their evolving use of media and how this is reflected in their decisionmaking when purchasing goods and services.
"This level of insight simply does not exist in the industry outside of this study. We are hugely proud to be offering this level of understanding of Kenyans to our clients to help them in their decisionmaking in what is an increasingly volatile business environment."
The study was launched on March 23, with invitees being movers and shakers in the business communities, as well as Dentsu’s stable of more than 80 clients.
During the event, Christopher Madison, the CEO, said, “As an agency, we are constantly thinking about how to better meet the needs of customers in this country and by extension support our clients in delivering seamless customer experiences that actually translates to positive momentum on their bottom line.
"This commitment is why we are the leading advertising and media agency in Kenya – we take our own money and invest it in data and tools that drive the industry forward.”