Looks at the trends and opportunities across the region – and what businesses need to consider to ensure success.

1. Finding Leader
Opinionfaster growth: New markets
Navigating growth in Africa
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2. Navigating growth in Africa
1
Introduction 03
2
Urbanisation: an easier target but not that easy 07
3
Media and mobile 10
4
The opportunity for brands 15
5
Weighing up growth prospects 18
6
Voices from Africa 20
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2

3. Navigating growth in Africa
When the evolutionary biologist Stephen Jay Gould
famously claimed that there was no such thing as
a “fish”, he wasn’t denying the existence of lots of 54 countries
underwater-dwelling vertebrates in the sea.
with
He simply meant that calling them all fish didn’t shifts driving the continent’s GDP growth, they must
really help him to understand them. The term first embrace the immense diversity of a region
obscured rather than revealed, because the
organisms we call fish are such fundamentally
different creatures. In the same sense that Gould
equal to the combined land mass of the United
States, Europe, China, India, Mexico and Japan.
They must recognise that what feel like familiar
52 cities
within Africa. Of more than,
knew the waters of the world are full of creatures trends and technologies produce very different
that are not really fish, companies are realising that results when played out in the contexts of African
the markets of Africa are full of openings that are markets. They must be prepared to re-engineer
1 million
not simply ‘African Growth Opportunities’. African propositions enthusiastically and repeatedly to fit the
markets, and the different scenarios within them, very different scenarios that they encounter on the
defy easy generalisation - and cannot be tackled by ground. And they must be prepared to make tough
inhabitants. The same as Western Europe
simply importing brand strategies from one market decisions about which growth opportunities can be
to another. If brands are to ride the demographic efficiently exploited – and which cannot.
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4. Navigating growth in Africa
The opportunity in numbers
The fluid border of the consumer economy
Evidence of the value of African markets has
The border between poverty and this middle-class
50%
been mounting relentlessly in recent years. Africa
existence is a constantly shifting one, in Africa as in
contributed six of the world’s ten fastest-growing
other emerging markets. Members of the’floating’
economies between 2001 and 2010 and is projected
lower middle class face the ever-present danger
to represent seven of the top ten between 2011 increase in foreign direct investment since 2005
of slipping back into poverty and their consumer
and 2015. Its GDP growth is expected to reach
attitudes overlap in many respects with those of the
5.7 percent in 2013, the highest for any global
60%
upper reaches of the BoP. An income of even $8
region. Foreign direct investment in the continent
per day would represent immense hardship in the
has increased by around 50 percent since 20051.
eyes of developed market consumers (it represents
Although 60 percent of Africa’s population continues
less than half the income of the recognised
to survive on less than $2 per day, these ‘Base of
poverty line in the UK, for example). However, of Africa’s population survives on less than $2 per day
the Pyramid’ (BoP) consumers are emerging into
the increase in disposable incomes and consumer
the mainstream consumer economy at an increased
1/3
choice is expanding African markets, just as Africa’s
rate, able to buy consumer goods on a reasonably
demographic trends and new technologies enable
regular basis. Over a third of the population in many
brands to compete in them through new channels.
countries now falls within the ‘middle class’, with an
income of between $2 and $8 per day. McKinsey’s
Lions on the Move study predicts that half of all of income is between $2 and $8 per day
African households will have some disposable
income by 2020.
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5. Navigating growth in Africa
Companies looking to craft compelling brand marketing is omnipresent in their lives. Brands today
propositions for Africa must set aside many easy are a part of the landscape in a way that previous
assumptions about the middle-class African generations couldn’t have dreamed when they first
consumer. They must balance the importance of encountered the pioneering rural marketing efforts
aspiration and inspiration with the requirement to of Unilever, P&G, Colgate, Nestlé and others in the
focus on immediate needs; they must recognise 1970s.
the dominance of a local community perspective.
And they must realise, above all, that whilst trends And the limits of pan-African strategies
and technologies are creating new forms of market These trends: youth-driven urbanisation, mobile
opportunity, they are not recreating developed and an established role for brands and marketing,
market opportunities in a new setting. provide recognisable levers and channels through
which companies can pursue shares of increasingly
Pan-African growth themes disposable incomes. However this does not mean
To some extent, we can identify broad common that strategies based around these levers can
themes in Africa’s economic emergence, even if simply be imported from developed markets, or
these play out very differently in different settings. even from one African country to the next. The
Africa’s population is a growing and youthful one, mobile operator Airtel, a dominant force in India,
which is migrating to major urban centres at an faces many challenges when it comes to translating
accelerating rate. Through the mobile phone, these this emerging market success to different African
youthful urbanites and their families have access to countries, often competing with brands that are
a personal communications channel that has the already well-established amongst BoP consumers.
power to transform their prospects. And through Pan-African success stories consistently show the
their mobiles as well as TV advertising, billboards importance of rebuilding brand propositions for each
and typically African ‘entire wall’ advertising, brand new market.
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6. Navigating growth in Africa
Critical to this process is an understanding of the In Egypt, for example, the upper reaches of the
stage that a market has reached, and the true BoP include many individuals who retain strongly
opportunity for a new company or brand. African conservative religious and family values; but also
markets are far from virgin territory, and brands that
fail to research competitive landscapes carefully are
liable to suffer for it. They must be aware that, even if
many embracing more adaptive value systems and
modern (often urban) popular culture. Brands echoing
the nostalgic culture of prosperous rural Egypt have
52 cities
within Africa, have populations of
comparable rival brands appear absent, the consumer far greater resonance with the first group; brands
needs they seek to service may already be met addressing changing social values and needs have far
through other, less conventional means. greater success with the second.
Local cultural contexts can have a significant influence
on the use of products and the reception for different
1 million
or more. It is estimated that around
brand propositions. Ethnographic research techniques,
focused on exploring cultural phenomena, have
10 million
an important contribution to mapping this cultural
landscape – and TNS has found such approaches
invaluable in identifying the precise nature of
young Africans arrive in the labour market a year
opportunities in African markets.
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7. Urbanisation:
an easier target but not that easy
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8. Urbanisation: an easier target but not that easy
Urbanisation: an easier target but not that easy
For brands, the accelerating urbanisation of Africa
appears to provide more accessible target audiences
for brand propositions by bringing concentrated
populations within easy reach of product distribution
and marketing. Africa today includes 52 cities with
populations of 1 million or more; the same number
as can be found in Western Europe. It is estimated
that around 10 million young Africans arrive in the
labour market each year – and many of these travel to
rapidly growing cities in order to seek work. In doing
so, they provide a large, concentrated audience that
can be reached efficiently through outdoor media,
served products without relying on unreliable African
roads, and who can serve as a powerful conduit for
brand advocacy, through the many Africans that
return to their rural roots for short visits or longer
stays. It is noticeable that Western multi-nationals
such as P&G and Unilever have shifted research
budgets from tracking the attitudes of rural
population to gaining a deeper understanding of
emerging urban consumers. For most brands,
Africa’s cities now provide the obvious entry point
to their surrounding markets.
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9. Urbanisation: an easier target but not that easy
Yet city life does not equate to developed market to growing beer brands. Similarly, mobile banking
opportunities and standards of living, nor to services – a great force driving inclusion and helping
consumers adopting the behaviour patterns and to grow markets across Africa – have seen their
attitudes of developed market urban consumers. growth accelerate significantly following take-up in
There are huge variations as well between the rural areas. Kadogo economy
consumer landscapes of Johannesburg, Nairobi,
Kinshasa, Cairo and Benghazi. African cities Reducing package size to promote affordability is The ‘Kadogo economy’ or ‘little economy based
encompass great inequality, with many urban a strategy that can prove equally effective in both on small pack sizes’ has been a key way for brands
populations remaining in the BoP, and most continue urban and rural contexts. A typical Nairobi shopper to become established in Kenya since the 1990s.
to be blighted by blackouts and energy rationing may visit a local market or Duka several times a day,
that have a huge influence on their inhabitants’ buying items only when required and only in the
priorities. amount required at that particular moment: visiting
in the morning for a sachet of sugar, picking up a
At the same time, brands cannot afford to confuse sachet of cooking oil in the afternoon, then a tea
the relative unfamiliarity of rural Africa with a bag to entertain friends and perhaps a penny portion
relative lack of importance. Patchy data in rural areas of soap for the evening wash. Brands that can adapt
can blind companies to the contribution they make to such distinct buying patterns stand to unlock
to current revenues, leading them to miss significant significant growth opportunities. The Commitment
opportunities, or undermine existing business models Economy, TNS’s respondent-level analysis of global
when they shift focus to fast-growing cities. Rural market opportunities, shows that South Africa’s Dark
tracker surveys in the alcoholic beverages sector, & Lovely shampoo brand could unlock a further $3.4
for example, show higher per capita consumption million in value by extending its strategy of offering
in small towns and rural areas that gives these smaller pack sizes and further increasing accessibility
markets disproportionate influence when it comes and affordability.
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10. Media and mobile
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11. Media and mobile
Within both urban and rural environments, limited Africa’s mobile lives and smartphones (Android-enabled handsets are
electricity has a huge potential impact on media For Africa’s growing urban population, as for the often available for less than $80) are changing the
consumption. DSTV, the South African satellite families and friends that remain in rural communities, digital landscape rapidly, leapfrogging Africa past
television company, owes its success across 47 the mobile phone is both an engine of opportunity the PC to create a digital infrastructure based largely
African countries to a willingness to grapple with and convenience - through services such as mobile around mobile technology. In Sub-Saharan Africa,
the impact of generator economies, and the way banking and money transfers - and a channel for only 12 percent of the population owns a desktop PC,
in which power shortages compel a TV to compete entertainment and personal expression. Low-cost with laptops at the same level of penetration; already,
with the fridge, the mobile phone charger and the handsets (with basic mobiles available for $8 or less) 18 percent of the population owns a smartphone.
radio for a share of limited electricity. DSTV has
been able to support its growth with new audience Mobile ownership mobile phone ownership as % of population
measurement approaches that reflect the reality
of TV consumption in Africa. And it is increasingly
93
looking to mobile TV services to help bridge gaps in 90 90 90 88
86 86
the availability of conventional TV. 82 80 79
71
Several brands have identified social networks, which
can be readily accessed from an increasing number
of mobile phones and can act as a channel for
distributing video content to compatible handsets,
as a valuable support to TV campaigns. Unilever’s
laundry brand, Omo, recently ran an innovative
integrated campaign in Kenya, in which a branded
Global Cote Senegal South Egypt Ghana Cameroon Nigeria Tanzania Uganda Kenya
TV game show was linked to a Facebook page with D’Ivoire Af rica
video content.
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12. Media and mobile
Social networking is already a dominant feature of
African mobile life – and TNS’s Mobile Life study Phone capabilities
shows strong take-up of mobile banking and mobile
wallet services (which enable consumers to pay for 48 59 71 64 74 56 81 78 75 77
goods using their handset) across countries such as
Kenya, Uganda and Tanzania. These often take the
form of simple USSD solutions that do not depend
on smartphone technology and are therefore widely
accessible to anyone with access to a phone. Despite
the growth in smartphone penetration, the vast
majority of mobiles in Africa continue to be ‘dumb’ 19
phones, and the most successful mobile services and 16
marketing in the region are those making innovative 18 31
7
use of these platforms. 8
8 12 16
16
Such applications of mobile technology are not
33 25 22 18 17 13 11 10 10 6
limited to phones themselves. M-Kopa is currently
South Nigeria Egypt Ghana Cam eroon Kenya Senegal Cote Uganda Tanzania
trialling a solar lighting system that can be controlled Africa D’Ivoire
remotely through a SIM card. This enables ‘high-risk’
customers, who were previously unable to get credit Smartphone Advanced feature phone Basic feature phone
to pay for electricity, to pay for their lighting on a
day-by-day basis.
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13. Media and mobile
The mobile lives of Africans are built on very lagging behind many other African markets as a existing distribution network and firm government
different foundations to those of consumers in result of security concerns and a lack of consumer support. But its real success came from the need for
developed markets and both mobile operators and awareness. Safaricom’s mPesa mobile money service, urban workers to transfer money easily to their rural
brands making use of the mobile channel must re- rightly hailed as a breakthrough African model, families. It took the service some time to replicate
engineer their propositions and strategies to reflect owed its initial success in Kenya to the alignment of this success in other markets, where not all these
this. SMS and in particular, USSD technologies often several critical factors: dominant market position, factors were initially in place.
take on a far more significant role than mobile
video or banner advertising, and many of the most Mobile Banking
successful campaigns are built around broadly
accessible mobile sites to which consumers can be Kenya 23 50 10 17
invited via simple text messages. Developed-market Tanzania 14 51 7 28
mobile strategies cannot simply be imported to
Uganda 11 39 14 35
African countries.
South Af rica 9 52 23 16
Innovative approaches to data capture and mobile Nigeria 6 55 13 27
engagement are also essential in an environment 3 50 25 23
Cameroon
where phones are often shared and usage can be
CoteD’Ivoire 2 32 26 40
sporadic. The mobile marketing company Brandtone
has had considerable success incorporating calls Ghana 2 54 25 20
to action on product packaging that encourage Senegal 1 37 28 34
consumers to engage with brands via their mobile.
Egypt 23 54 22
Egypt demonstrates the potential variety in attitudes Using Interested Not interested Don't Know
to mobile, with adoption of mobile banking services
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14. Media and mobile
The mobile operator MTN, currently the only African
representative in the world’s top 100 brands, owes
its success to a continual process of innovation to
ensure affordability in different markets. This has
involved adapting to the secondary handset market,
through which second-hand mobile phones reach
emerging middle-class and BoP communities – and
has driven a strategy of offering airtime in small
package sizes that echo the penny packs of FMCG
brands. It has also led to a demand for constant
innovation to stay ahead in highly competitive
markets – in which rival operators bring out new
tariffs on an almost weekly basis.
Brands leveraging mobile as a channel, either
through social media, SMS or the application of
mobile wallet technology, must therefore shed many
developed market assumptions about intimate,
personalised and always-on devices. For most
Africans, the sharing of airtime and handsets is a
natural extension of existing habits and cultural hours of BlackBerry Messenger airtime for a specific recipients a phone number to call accompanied a
values, as well as a logical means of controlling task, for example. Brands must adapt their strategies 115-character advertising message, are an African
costs. The mobile phone and the media consumed to such a frequently interrupted, frequently shared innovation that brands have leveraged with great
through it are experienced on an occasional basis, channel if they are to succeed. Please Call Me success. PCM campaigns advertise everything from
with emerging middle-class consumers buying a few (PCM) messages, a USSD-based service which sends airlines and car insurance to local village stores.
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15. The opportunity for brands
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16. The opportunity for brands
The marketing generation – and their demands Pepsi have sought to associate their brands with the
Brands themselves represent a new form of festival of Ramadan; Coca-Cola through a
opportunity in many African markets. Until relatively post-Revolution sense of happiness and optimism,
recently the role of marketing was restricted to Pepsi through a corporate responsibility programme
the FMCG category; today it plays a role in driving linked to Ramadan themes of charity and giving.
awareness and choice across mobile, banking and
more. Brands are highly valued by emerging middle- The importance of localised brand propositions
class consumers, especially where brand propositions is shown by the evolution of South Africa’s Tiger
reflect priority needs and can provide accessible Brands, a market leader in bread and other
quality and credibility. categories. Tiger Brands has moved from a simple
export strategy to one in which it takes control of
In the aftermath of the Arab Spring, North African every aspect of branding, distribution and strategy
countries such as Egypt, Libya, Morocco and Algeria in the markets that it targets. When expanding
have demonstrated a strongly heightened degree into Nigeria, Tiger Brands acquired a local flour
of consumer empowerment, with traditional manufacturer, providing a ready-made distribution
monopolies questioned and challenged, and brands and transportation network, and retained the
playing an increasingly visible role in newly dynamic local branding due to its strength in the market.
markets. Successful branding owes much to local In other situations, Tiger Brands has adopted a
political and cultural nuance, with heightened similar acquisition-led approach but introduced its
nationalism in the wake of revolution and political own brands when research showed that these had
change leading many local and global brands to greater potential to leverage the infrastructure of the
adopt patriotic messaging and images. Religion acquired company.
can often play a similar role: both Coca-Cola and
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17. The opportunity for brands
Competition in the marketing hotspots
Greater attention to brand positioning in part
reflects the demands of emerging middle-class
consumers for robust propositions that can help
to meet their daily aspirations and challenges. Kadogo economy
However, it is also a response to an increasingly
competitive marketing landscape. Tiger Brands In Nigeria’s laundry detergent market, The
cannot expect to have it its own way in a market Commitment Economy study shows that So
such as Nigeria; Western multinationals such as Klin of China has stolen a march on P&G’s Ariel
Coca-Cola, Pepsi, P&G and Unilever compete with and Unilever’s Omo by adopting their traditional
Chinese and Turkish brands that in many markets strategy of increasing accessibility through
benefit from far stronger cultural ties. broader distribution and smaller pack sizes. Were
the western multinationals to fight back by re-
If there is a risk to companies switching attention establishing distribution and increasing marketing
from rural regions to focus on urban centres it lies support in key areas, they could regain up to $15
in the greater competition that they face in these million in value.
environments, and the ‘Power in the Market’2
opportunities that they sacrifice through narrowing
the availability of their products. Brand loyalty is
extremely strong amongst the BoP consumers who
inhabit many rural areas and many of whom will go
onto form the emerging middle class. First mover
advantage can be highly significant, and brands that
are committed enough to establish distribution over
broader areas may be more likely to obtain it.
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18. Weighing up growth prospects
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19. Weighing up growth prospects
Weighing up growth prospects
Understanding the precise size and shape of such
market opportunities is essential for companies
weighing up the decision to pursue them. There
is no shortage of growth opportunities in Africa,
but the number that can be realised efficiently is
significantly narrower. Companies must take hard-
headed decisions about which forms of growth they
have the will, budget and appetite for risk to invest
in – and which challenges they are prepared to
overcome. In any given situation, the success of their
investment will depend hugely on their ability to
re-engineer their brand proposition to fit the precise
growth opportunity that they have identified.
None of these caveats make Africa any less of
a compelling opportunity for global brands.
Opportunities must be precisely defined, but the
scale of each opportunity is vast nonetheless. By
embracing the diversity of the African cultural and
marketing landscape, companies give themselves
a greater chance of fulfilling them.
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20. Voices from Africa
TNS uses fictionalised realities, stories compiled from the many different interviews conducted
by our researchers, to help bring to life the experiences of consumers in different markets.
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21. Peter’s story
Peter Njoki is the eldest child of three, the only son and the main Peter’s first money-making venture was to take the family’s basic
hope and comfort to his mother Mary since her husband passed Nokia 1100 and lend it, for a fee, to others in Koch. Everyone
away. He lives with his family in ‘Koch’, a sprawling Nairobi slum would club together and buy airtime and then share the usage:
that is home to thousands of families. Peter’s father was people couldn’t easily afford this by themselves. Recently
a boda boda (bicycle taxi) driver but the family had to sell the though, Safaricom brought out lower value top up vouchers
bike to pay for his funeral expenses. Mary now helps to make so that each person buys for themselves.
ends meet by selling mangoes. However, the main support for
the family these days is Peter, who dropped out of school to As a Kenyan, Peter is proud to be on Safaricom, and when
take on as money became tight. the national operator introduced the mPesa mobile money
service, he quickly used it to start up his next big project; taking
Peter has always loved phones. From the age of 10, he was responsibility for the funds in the neighbourhood ‘chama’ or
nicknamed <mtundu wa simu> or ‘the take-apart guy” saving group. His latest idea is to market a game to teenagers
because of his habit of rebuilding and customizing handsets. based on missed calling. He is getting the slum kids to try out
In Koch, most people like Nokias. As they say, you could use the idea and is refining it. He then plans to ask the chama for
one as a ball in Rugby sevens and it would still work. There are investment to try and launch the game himself at schools or
cheaper, fake Chinese versions on the market, but you can’t colleges. Kids prefer to play than learn but he reckons if he can
depend on these in the same way. Pete is now 23 years of age find an educational angle, the schools might also be interested.
and he has loads of phones. Or rather, he has loads of phone
parts. He sometimes heads to River Road to help the small Besides paying for his sister’s school fees, Peter has been able to
traders fix phones and when he was there last year he saw an invest in a genuine, second-hand pair of Nike Airs for himself.
ad for the new Ideos smartphone. He is now saving to get one. He feels these went some way towards impressing his girlfriend
Faith, and the couple already have big plans for the future:
Share this looking to buy a property on the outskirts of Nairobi and Focus
In putting
money aside for their kids’ education.
21

22. Christine’s story
The day starts early for Christine Awino. Her meetings often begin – and though she has never used it herself, she has made sure her
at 7am – and by then she has already been awake for close to daughters know how to get in touch with her this way, if ever they
two hours. First, she must prepare herself, ensuring that she is well need to.
turned-out for a day spent with her interior design clients. She
checks in on the house girl that lives with her family in a gated Christine may be busy – but work is only a means to an end for her.
community in the South C district of Nairobi, ensuring that she is on The most important feature of her life is her family. She is proud
course to get her 5 daughters ready for school on time. Then she of her husband, who owns a taxi business – and proud of the fact
that they have already been able to pay off their mortgage together.
has time for a quick breakfast before she leaves the house.
She will not discuss how much she and her husband earn; it’s not
As an entrepreneur, Christine knows that she must be creative – appropriate for a married woman to talk that way. She exposes
and open-minded. Besides the interior design for which she is best as little of her personal life as possible and although she has a
known, she also paints and organises events. The vast majority of Facebook profile, she is very cautious about how she uses it. These
her work comes through word of mouth and recommendation. She things are not good for marriage.
recently launched a website to advertise her business after friends
who make furniture told her that they were getting more orders by Christine is a strict disciplinarian. She enforces order on her children
advertising online. In her office she has a computer with Internet as a way of ensuring that they behave well, get a good education
access and email but it is her mobile that is her business lifeline. and can get ahead in life. Her sense of order also helps her to keep
Without it how could she stay in touch with clients and pick up time available for her family in her hectic week. She often works
emails when working on location? Her two eldest daughters, aged on both Saturdays and Sundays, heading to her office to avoid
12 and 10, both have phones. She bought them so the two girls distractions. But she always takes her family to church; always makes
could stay in touch with her when not at home – and also so they time to take them to the swimming pool on Saturday afternoons.
Share this can play games, take photos and download music the way their And always has two hours free on weekend mornings for playingIn Focus
friends do. A friend told her about the Please Call Me mobile service with her girls.
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23. Rejoice’s story
Rejoice Buadi has always worked hard. In the village where she grew favourites; when she hears a particularly inspiring hymn she likes to
up, thirty miles from Ghana’s capital Accra, there is simply no other share it with her friends using the Bluetooth feature on her phone.
way to survive. Rejoice rents a plot from a neighbour and farms
Whenever a neighbour needs a phone, Rejoice is happy to lend hers.
yams and the woody shrub cassava, which she sells in order to feed
Last month, when one of the other farmers fell sick, she gave the
her family. Usually there is enough to make ends meet; but when
phone to his wife to call a relative with a car who could take him
the rains fail she is forced to borrow money. And the rains are far
to hospital. Rejoice does not consider charging money to loan her
less predictable these days.
mobile this way.
Rejoice’s great support is her community. They rally around to lend
Her ambition is to save money. She wants to stop having to rely on
her money when times get tough. And they support in other ways
the social groups from which she borrows when neighbours cannot
as well. When local kids steal the money she makes from selling her
afford to lend to her. Many are reasonable but some charge very
yams, the village headman sounds a gong to rally the community
high interest rates – and these are the ones she is often forced to
to find the perpetrators. “In the community there is harmony,”
turn to when times are most desperate.
she says.
A bank account would help her to save and also to protect her
Rejoice gives back to her neighbours in any way that she can. When
money from thieves. By saving she can help to secure the future of
she has water, she freely shares it with those who have none. In
her two daughters, and ensure they continue in education. But there
recent years she has something else that she can share: a mobile
are no bank branches near her village. Her cousin in Accra has told
phone. It was her husband who first gave her this device and
her that some mobile operators now offer banking services. Rejoice
showed her how to use it – and her 9-year old daughter who came
hopes that they will soon make such services available in her area.
up with the idea of sending SMS messages to stay in touch with her
Until then, she will continue trusting to God and her community to
cousin in Accra, without the need for expensive phone calls. Rejoice
Share this uses her mobile to listen to her favourite hymns whilst out working
support her. In Focus
in her fields, or keeps up with the religious radio shows that are her
23

24. You may
be interested in... About the authors References
Video: Peter’s story > TNS has a strong presence in Africa, with teams in
17 markets across the region. This piece was developed
Base of the pyramid in context >
in collaboration with a number of experts, including:
Digital media in sub-saharan Africa >
Melissa Baker Zoë Lawrence
Mobile commerce reaches the tipping point > Bob Burgoyne Kim MacIlwaine 1. The Economist
Karin Du Chenne Aggrey Maposa 2. ‘Power in the mind’ is a measure TNS uses alongside
Tamer El Naggar Arnold Miller ‘power in the market’ to establish the growth
Charlotte Garin Margarita Putter opportunities for brands – see You can’t always get what
Steve Hamilton-Clark Ryan Versfeld you want to learn more.
Neil Higgs Anastacia Wangari
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25. About In Focus
In Focus is part of a regular series of articles that takes an in-depth look at a particular subject, region or
demographic in more detail. All articles are written by TNS consultants and based on their expertise gathered
through working on client assignments in over 80 markets globally, with additional insights gained through
TNS proprietary studies such as Digital Life, Mobile Life and The Commitment Economy.
About TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and
stakeholder management, based on long-established expertise and market-leading solutions. With a presence
in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands
individual human behaviours and attitudes across every cultural, economic and political region of the world.
TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.
Please visit www.tnsglobal.com for more information.
Get in touch
If you would like to talk to us about anything you have read in this report, please get in touch via
enquiries@tnsglobal.com or via Twitter @tns_global
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