Ola Fagbohun, The Insight Diva - Freelance Consumer Behaviour Insight Specialist

Accenture Identifies Five Key Sub-Saharan African Consumer Segments

Over the past few weeks, I’ve been looking at the findings of a McKinsey report into the growing business opportunity in Africa. This week I’d like to delve a little deeper and look at the individual consumer segments on the continent. Read more →

Summary of McKinsey & Co Report: The Rise of the African Consumer (2012): Part 3

This, the final instalment, of my report summary I’ll focus on the actions organisations can take in order to effectively market to the continent’s fast-growing and demanding population. Read more →

[Summary of McKinsey & Co Report: The Rise of the African Consumer (2012)]Part 2 - Understanding African Consumers

I continue my summary of research reports into marketing to Africa’s many and diverse consumers, with the second part of... Read more →

Summary of McKinsey & Co Report: The Rise of the African Consumer (2012): Part 2

Summary of research reports into marketing to Africa’s many and diverse consumers with the second part of a three part summary of the report by McKinsey & Co called ‘The Rising African Consumer (2012)’. Read more →

Summary of McKinsey & Co Report: The Rise of the African Consumer (2012): Part 1

The single-largest business opportunity in Africa will be its rising consumer market. A McKinsey report, one of the first of its kind, offers a detailed profile of African consumers, including their demographics, behavior, and needs. Read more →

Quick read: Benefit Cosmetics' guide to building a digital beauty brand [Digiday.com]

Benefit’s tagline — “Laughter is the best cosmetic” — is the philosophy underlying everything that it does digitally and socially. The brand digital footprint is marked by a witty, tongue-in-cheek tone and campaigns that make fans laugh. Read more →

Insights into African Consumer Markets - Introduction

You must be living under a rock if you haven’t heard about the new scramble for Africa. Thankfully this time... Read more →

Quick Read: Why we act irrationally - The one word that drives our senseless habits

The reasons that we use to guide our behavior are just stories that we tell ourselves. Sometimes, those stories are true and accurate. We all have reasons for why now isn’t the right time for that bold move, why we slip up on habits that we say are important to us, and, yes, why we do favors for strangers. What we often fail to realize, however, is that our behaviors can just as easily be driven by irrational reasons as logical ones. Read more →