Brief
A leading global drinks brand needed insights into masculinity and taste perceptions among consumers in Rwanda and the Democratic Republic of Congo (DRC) to refine brand messaging. The study targeted 90-minute sessions across two brands in each market, involving 16 focus groups and 8 consumer ethnography sessions.
The Approach
Webhaptic Intelligence conducted in-person focus groups in Rwanda and online sessions in the DRC. We organized 4 focus groups and 4 ethnographic sessions for each brand per market. In Rwanda, experienced facilitators led face-to-face discussions to capture authentic cultural nuances. In DRC, our team used interactive online tools to mirror the depth of in-person conversations.
The Outcome
The insights allowed the brand to refine messaging, aligning with masculinity themes and taste preferences unique to each market. This consumer-driven data helped the client adapt product features and design localized strategies, strengthening their connection with Rwandan and DRC audiences. The study provided a strong basis for future global drinks brand initiatives across African markets.