Our client had heavily invested in raising the profile of its corporate brand across the globe. As a result, the organisation had seen significant increases in awareness amongst Key Opinion Former audiences (KOFs) across most markets. However, this had not been the case in South Africa.
Opinium designed a bespoke qualitative programme of qualitative research to provide a clear, unbiased understanding of why awareness had not increased. Interviews were conducted with senior most decision makers within financial services, academia, and media, as well as political stakeholders across South Africa.
The programme of research offered a detailed exploration of the cultural context of the category; identified which communications cut through and the reasons for this and examined the role of diverse channels to provide a clear view of KOFs media habits and preferences to inform our client’s future communication strategy.