Cultural Insights

At IGI we specialise in cultural insights.
We don’t deal with consumers, we deal with people.
We believe to truly understand people you need to move beyond data and focus on empathy.

Empathy allows us to understand the context of someone’s emotions, values and cultural needs. It allows us to make meaningful human connections that move beyond the flood of information created by demographics and data.

At IGI we facilitate a dynamic community of people across the African continent and through a series of bespoke tools. We are able to walk a day in their shoes to determine what they really need and how best we can reward these cultural needs.

Real People, Real Insights

Our Ethnographic Framework

The Company We Keep

Real People

Real Insights

What you get

Insight and Strategy

Brand Positioning, Brand Architecture, Consumer Segmentation, Consumer Journey Mapping, Communication Strategy & Go-To-Market Strategy

Visual Storytelling

Documentary style standalone videos that bring human stories to life. 360 and VR videos allowing for full immersion into peoples lives.

New Product Development

Consumer driven ideation workshops and human-centered design solutions.

Real-Time Interventions

Quick turnaround testing of product, pack and messaging delivered in real-time.

Brand Spaces

Consumer galleries and exhibitions that bring consumers to life in their immediate context.

Advocate Marketing and Word of Mouth

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.

Case Studies


For Thought

Free Reports


Do Some Work

Start a project with us

Cape Town

Unit 301
The Foundry
74 Prestwich Street
Cape Town
South Africa
Tel: +27 21 425 7355


25 Owl Street
Cnr Owl and Stanley Avenue
Auckland Park
South Africa
Tel: +27 11 026 3801

Send us a message