Lebo Motshegoa is the managing director at Foshizi. He has been nicknamed The Insight Guru by many media publications that occasionally call on him to make sense of consumer insights. Lebo is also the author of township lingo dictionaries having been the first person in South Africa to publish these dictionaries that went on to win him awards and recognition as the go-to person for black consumer insights.
Foshizi is a mass market research company that is a leading specialist in the main market. We have been in business for 14 years. Foshizi goes to the people, be it in the townships or rural areas to conduct their research. Their research has opened new avenues for clients likes DStv, Tiger Brands, Kellogg’s, Toyota, Nandos’, and SARS to name a few.
In 2016, Foshizi conducted a research study to understand the middle and lower income group and how they are coping in this tough economic climate.This research report is gold, it is critical for 2017 brand planning, marketing and product innovation targeted at this consumer market.
The 70 page qualitative research insight report looked at various aspects, such as their current relationship with money, their attitude towards saving, credit and how exactly do these consumers get more bang for their buck. Consumer Price Index has resulted in the shopper basket shrinking, the reports interrogates the changes in shopping behaviour, from the products consumers have dropped, the ones they have retained and a visit to the new and revised list of essentials.