What We Do

We own, manage and represent communities of the most connected, informed and influential young people across the African continent. They are carefully profiled and recruited to connect us with the market segments in which our clients operate and we collaborate with these communities to help solve our clients' business problems - no matter how big or small. If you have 2 minutes, here is a short video on what we do.


Intimate access to the lives of consumers gives our clients unprecedented opportunities to understand and empathise with their target audiences, and extract market-unlocking insights.


International best-practice brainstorming techniques are used in forums with creative consumers to help solve problems and innovate new ideas from the very people these ideas will be aimed at.


With more than a decade of experience in the African market, we have a cache of information, reports and real time trends that can quickly and effectively help you course correct before going to market.

How Clients use our services.

Here are some examples of problems we have solved for our clients:
  • How do we get kids to want to do chores?

  • How do we get non-athletes to start road running?

  • How do we get consumers to become advocates for ice tea?

  • How do we track the purchasing habits of consumers in Sierra Leone?

  • Why does sex not sell in Africa?

  • How do we get the unbanked to open bank accounts?

  • How do we create disruptive innovation in the beer category?

  • How do we Afrcanise the world’s biggest music television channel?

We Support Freeconomics.

We will gladly make ourselves available, at no charge, for speaking engagements, workshops and internal presentations or should you need intelligence immediately then ask us any double-barreled question about the youth market and we will give you an answer within 24 hrs.

Get In Touch

Free Reports and Case Studies

Browse or download our collection of Free Reports and Case Studies


May 2015

Ethnography in Africa

Ethnography in Africa

March 2015


Youth Banking

March 2015

Understanding Youth Banking in 2015

2015 Anti-Trend report

March 2015


African Females

March 2015


Consumer Communities

March 2015


Africa Rising

March 2015

Africa is the fastest growing continent in the world.

Reverse Innovation

March 2015

The Township Trend Engine

Our Story

Instant Grass was founded on the premise that consumers are your best asset.
  • timeline1


    An idea…

    Instant Grass Trend Forecasting launches in Cape Town South Africa with 20 Grasses, 3 cameras and 2 clients.

  • timeline2


    Instant Seed

    Instant Grass JHB is opened. The first 2 employees are appointed. Instant Seed, South Africa’s first word of mouth agency – is launched. Instant Grass wins the FM agency of the year award.

  • timeline3


    East and West Africa

    Instant Grass expands into East Africa, Kenya and Tanzania, with Instant Grass Africa with headquarters in Nairobi. IG Africa broadens its footprint to include Nigeria.

  • timeline4


    IG Russia

    Instant Grass enters into a JV with The Creative Factory and Instant Grass Russia is launched in Moscow. IG Russia sets up a Grass network in Kiev to service Ukrainian clients

  • timeline5


    The birth of Grasslings

    Instant Grass is operational in 8 countries with over 600 Grasses. Opens a bureau in Tokyo and translates its business model to suit the needs of the Asian Pacific market. Instant Grass introduces the grassling network to include kids between the ages of 12-18 yrs.

  • timeline6


    Venus and M.A.N.

    Instant Grass expands its offering by introducing the The Venus Networks to include young mothers and M.A.N. (Male Advocate Network) to cover the discerning male market.

  • timeline7


    Consumer Collaboration

    Instant Grass rebrands as Instant Grass Consumer Collaboration Agency, collaborating with consumers between the ages of 12 and 45 yrs. Develops and introduces the Greenhouse System, enabling Grasses around the world to collaborate on a single digital platform.

  • timeline8


    EMEA Expansion

    Instant Grass launches networks in Dubai, Jordan, Saudi Arabia, Lebanon and Kuwait. Instant Grass is now active in over 16 countries with more than 2000 grasses.

  • timeline9


    New Home

    A new HQ agency opens in Cape Town and the IG app is launched to capitalise on the emergence of the smartphone trend in Africa. The Greenhouse now has over 5000 consumers collaborating in more than 35 cities.

  • timeline10


    Phase Two Expansion

    A new JHB agency opens in an exhibition space in the heart of Braamfontein and quickly becomes the heart of the Instant Grass business.

  • timeline11


    10 Years young

    To celebrate its 10th year of business, Instant Grass launches bespoke Greenhouse communities allowing clients to develop and own their own consumer collaboration communities.

  • timeline12


    Continued African Growth

    IG grows throughout African servicing clients in the main cities of all emerging markets. Develops and appoints an independent African division.

  • timeline13


    New Energy

    Re-launches as IGI – Instant Grass International.

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Our Team

Meet the people at Instant Grass.

Greg Potterton

Founder, Head of Strategy

Dali Tembo

Head of African Business

Brad Shrimpton

Managing Director

Kate Snyder

Business Unit Director, Strategist

Paul White

Head of Innovation, Strategist
jess pic

Jess Jorgensen

Strategist, Johannesburg Office Manager

Nokuphiwa Xulu

Business Unit Manager

Sanele Mawisa

Business Unit Manager

Anathi Ngqakayi

Network Manager

Loyiso Mzamane


Tanya Hill

Project Manager

Layani Khoza

Network Manager

Marisa Batt

Financial Manager

Werner Koegelenberg

New Business Manager

Did we leave you out?

Join our team

If you want to be part of our journey please feel free to send us an email.

Instant communication platform

Written briefs

In-market ethnography

“Unfocused" Group Sessions

Real time access and dialogue

In-depth interviews

Lifestyle Immersions

100% Documented