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.

Insight & Intelligence Projects

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

Innovation, New Product Development, Co-Creation

International best-practise brainstorming techniques are used in forums with creative consumers to collaboratively solve problems and innovate new ideas.

Advocate Seeding

Identification and relationship building with carefully profiled opinion leaders & influencers, leading to natural brand advocacy. Harnessing the power of word-of-mouth; viral marketing and both on and offline ‘buzz’ campaigns.

HOW WE EXTRACT INSIGHTS

Here are some of the tools we use to deliver actionable insights: Our proprietary Greenhouse platform is where we host conversations with like-minded consumers. Our clients have the opportunity to join this discussion to conduct iterative research, product and concept testing, quick polls, or to conduct broader qualitative research. As these communities are hosted online the output is immediate, accessible and economical. The Greenhouse is also where we invite consumers to join us for offline sessions where we can host brainstorming and co-creation workshops, home immersions and more in-depth interviews. Lastly we use the Greenhouse platform to identify and build relationships with opinion leaders & influencers, leading to natural brand advocacy and powerful word-of-mouth campaigns.
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    GREENHOUSE

  • 3inmarketeth

    IN-MARKET ETHNOGRAPHY

  • 4group colab

    GROUP COLAB SESSIONS

  • 6indepthint

    IN-DEPTH INTERVIEWS

  • lifeimmersions

    LIFESTYLE IMMERSIONS

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    VIDEOGRAPHY

Some of the great clients we work with

Clients

Free Reports and Case Studies

Browse or download our collection of Free Reports and Case Studies
Uncvalley

The Uncanny Valley

June 2016

How human can brands be in 2016?
Gender_Neutral_Marketing

Gender Neutral Marketing

April 2016

We take a look at one of the top trends for 2016
5things

5 things you didn’t know about TV in SA

August 2015

Few mediums in the modern age have changed behaviour like television.
Free Report_Millennial Women_rev1_pw.001

Millennial Females

July 2015

Engaging with today's young female consumer.
IG_Cool&Credibility.001

Credibility

May 2015

Ethnography in Africa

Ethnography in Africa

March 2015

report-1

Youth Banking

March 2015

Understanding Youth Banking in 2015
report-6

2015 Anti-Trend report

March 2015

report-5

African Females

March 2015

report-4

Consumer Communities

March 2015

Our Story

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

    2003

    An idea…

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

  • timeline2

    2004

    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.

  • timeline4

    2006

    Expansion into more African markets

    Instant Grass expands into East Africa, Kenya and Tanzania, with headquarters in Nairobi. IG Africa broadens its footprint to include Nigeria. IG sets up a bureau in Moscow, Russia.

  • timeline7

    2009

    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

    2010

    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.

  • timeline10

    2012

    Phase Two Expansion

    A new JHB agency opens in an exhibition space in the heart of Braamfontein. The Greenhouse now has over 5000 consumers collaborating in more than 35 cities.

  • timeline12

    2014

    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

    2015

    New Energy

    Re-launches as IGI – Instant Grass International.

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Our Team

Meet the people at Instant Grass.
greg

Greg Potterton

Founder, Head of Strategy
dali

Dali Tembo

Head of African Business
Bradley

Brad Shrimpton

Managing Director
kate

Kate Snyder

Head of Anthropology
paul

Paul White

Head of Innovation, Strategist
jess pic

Jess Jorgensen

Strategist, Culture Specialist
noks

Nokuphiwa Xulu

Business Unit Manager
loy

Loyiso Mzamane

Videographer
marisa

Marisa Batt

Financial Manager
WernerKoegelenberg225px

Werner Koegelenberg

New Business Manager
sinawohali_225

Sinawo Hali

Community Manager
lusanda_225

Lusanda Mtongana

Project Manager
sisanda

Sisanda Handa

Project Manager
SarahLowe

Sarah Lowe

Account Manager
Wihann WebSITE Pic

Wihann Strauss

Videographer
Pic Kath

Katherine Joynt

Strategist
marisa

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