marketing to women

A Multi-Methodological Approach to NPD with African Women

The business Issue

Create a series of NPD ideas to help drive growth for a brand that needed to build on its momentum since launch.


We needed to tackle two issues. Firstly cultural barriers to women in Africa talking about alcohol still exist. Additionally we were concerned about the cultural barriers between ourselves and the women we were talking to which could have hindered a free and full conversation.

We used a multi-methodology approach and lateral thinking.  Starting with semiotics and cultural analysis to define NPD territories and then developing these into fully formed product innovation ideas.  We employed online qual as a pre-task to introduce ourselves and open up our conversation. We didn’t even need expensive online tools, we simply used the platform the women used themselves, WhatsApp, before meeting them.

What We Delivered

Because of the approach we took we were able to have a much stronger and deeper conversation with consumers and develop a full understanding of possible NPD territories that were culturally grounded and relevant.

This project was shortlisted for the 2015 AQR Prosper Riley-Smith Qualitative Excellence Award.