This beer brand in Zambia was losing market share so needed to understand this Zambian market better, to identify characteristics and human truths to better entrench their brand.

We were able to highlight cultural identity markers and provide detailed understanding of what being Zambian means. This allowed the brand to identify what matters and what content would have the potential to driver greater emotional resonance with the brand.

A longer-term, phased approach making use of focus groups as well as ethnographic observations across consumer segments was taken. In order to access responses beyond the rational, a number of projective techniques were utilised.