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.
Truly walking in the shoes of your consumers and understanding their day to day lives.
Immediate mobile responses from consumers – wherever they are in the world.
Years of ethnographic practice have resulted in an interviewing style that allows us to get deep insight.
Brand Positioning, Brand Architecture, Consumer Segmentation, Consumer Journey Mapping, Communication Strategy & Go-To-Market Strategy
Documentary style standalone videos that bring human stories to life. 360 and VR videos allowing for full immersion into peoples lives.
Consumer driven ideation workshops and human-centered design solutions.
Quick turnaround testing of product, pack and messaging delivered in real-time.
Consumer galleries and exhibitions that bring consumers to life in their immediate context.
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.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
IGI recruited and hosted a series of consumer innovation workshops which allowed the consumer and the client to co-create product and services specific to the youth market.
IGI hosted a series of consumer co-creation session where young consumers were tasked with designing new products.
IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries.
IGI develop a series of bespoke consumer communities made up of opinion leaders and trend spotters in Nigeria, Kenya, Egypt and The Middle East.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer.
Cape TownUnit 301