The fact that buying decisions are made by the subconscious mind has become common knowledge in the marketing field. Brand experts such as Martin Lindstrom, and the Nobel prize winner of Economics Daniel Kahneman, amongst others, support this finding. The increasing interest in grasping subconscious drivers of decision-making has influenced the way in which lead marketers and brands understand their consumers currently. Nike, Coke and Target are a few of the key players applying Neuromarketing, Behavioural Economics, and Behavioural sciences in general when understanding their target market. Read More
My line of work entails keeping close track of cultural trends in the digital technology field.
The trend I’ve picked in this occasion points out a common behaviour amongst mobile Internet users, which is their reluctance to produce and manage their own online content. This refers specifically to commenting on websites, micro-blogging, and blogging.
I have observed how people use digital and mobile technology in South Africa for 3 years. Data shows an incremental connectivity from mobile phones, but restricted online activity. The time users spend online is short, and given that the majority of them keep account of this as the airtime has high costs, their online engagement is limited. Due to these reasons, amongst others, users perform searches but upload very little content. Read More
As part of a multi-national mobile and digital insights gathering project I was commissioned to gather cultural and behavioural insights in 5 African countries: Nigeria, Ghana, Kenya, Tanzania and Zambia.
This piece addresses the intersections between technology and culture that I identified while doing fieldwork. Therefore, this is not the result of strict data analysis, but rather the outcome of an immersion in each of these cultures. Read More