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Frontline Market Research - market research company South Africa

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Nurturing and encouraging a different way of thinking by Africa's thought leaders - and about Africa by the rest of the world - was emphasised by speakers at the Africa Day celebrations, 25 May, at the University of Stellenbosch Business School (USB) in Bellville.

Africa is seen to be one of the hottest global opportunities for corporate expansion. However, not all African countries are enjoying the same speed and pace and the continent remains complex and diverse, with each country and region coming hand-in-hand with its own opportunities, as well as challenges and hurdles.

Many multinational brands approach Africa with a near-desperate bright-eyed eagerness, trying to get to grips with her intricate market dynamics. For most, brand-building success is still a hit-and-miss exercise. As Africa oozes with diversity, you have your wits about you if you are going to craft a viable brand communication strategy.

All big things start from small beginnings and that, in a nut shell, is the story of Frontline Market Research. Founder, Kevin Abraham, started with a back pack and a laptop and worked from coffee shops before expanding into his garage and then into a house and now, with over 40 permanent staff, into an office block or two.

Customers influence generally comes from a series of issues when making purchasing decisions. This is true across the globe, and as such, the sub-Saharan Africa consumer is no different, new research by Euromonitor International has revealed. However, in Sub-Saharan Africa, one finds that some factors that influence consumers' purchase decisions are unique to this region.

Barely two years ago, foreign businesses and analysts were hailing Africa as the world’s economic miracle. With economic, political and social reforms sweeping the continent, a burgeoning middle class and growth rates hovering around the 6% mark, people were queuing up for a slice of a US$1-trillion opportunity. Today, that picture might appear less appealing to some.

There is a big opportunity to make money quickly in Africa, but you should rather go in and stay. This might require engagement with many small stakeholders and investment on your part, but winning in Africa requires a long-term view. Its consumers reward brands they trust.

The African female consumer has long been mischaracterised and overlooked by marketers across the continent. But now, with women continuing to emerge as powerful decision-makers and consumers - they are changing the face of the African market.

CEOs around the world are increasingly recognising the untapped potential of sub-Saharan Africa. This is driven by Africa's unparalleled demographic edge or demographic dividend. By 2040, Africa is expected to have the biggest labour force in the world and experiencing faster economic growth than any other region, according to a report issued by PwC.