New market research helping brands wake up and become heroes in Africa

“Malema’s growing popularity highlights that society is craving good old-fashioned straight-talk from its leaders and should serve as a wake up call for brands wanting to grow in Africa”, according to a new study from market research agency Big Mama’s Famous Truth Shop.

Love him or fear him, Julius Malema, is a hero in South Africa today because he is seen to speak the truth.

A novel market research study released in Cape Town, is casting some light on what’s driving the shenanigans in South Africa’s parliament, as well as the ongoing violent protests in the streets – and is helping brand and society leaders who wish to grow in African markets wake up to the truth of the changing needs of this volatile and vulnerable continent and start thinking differently about big solutions that benefit all.

“Our society’s values are shifting in response to changing environmental and economic conditions and the violent outbursts are evidence of clashing needs and expectations,” says Wendy Cochrane, founder of Big Mama’s Famous Truth shop, the unconventional market research company behind the new study.

“In South Africa we are experiencing a fundamental shift in values as the growing upper and middle classes get more conservative and those at the bottom become increasingly radical. The two are, not surprisingly, on a collision course which, as when the earth’s tectonic plates collide, are causing tremors in our society.”

Cochrane says that the study observed a growing anger over unequal service delivery and a rising intolerance for misinformation as South Africans at all levels increasingly feel the pinch.

“Malema is a hero to his followers because he is believed to speak the simple, unembellished truth. Believe in him or not, he highlights what we all crave from our leaders and brands today – good old-fashioned straight-talk and clear simple solutions,” she said.

The study – titled Big Mama’s African Odyssey – started in South Africa gathering insights from four provinces through over 100 in-depth interviews or ‘chats’ in a cross section of people’s natural environments.

“It is market research like you have never seen it before,” says John Cooney Executive Chairman of the Red and Yellow School, a key partner in the study who hosted the launch last week. “The Big Mama approach draws its inspiration from another very African innovation – the stokvel – and is collaboratively funded and workshopped. Using a blend of qualitative and quantitative methodologies it pulls on a number of partners and experts – big and small brands, advertising agencies, social projects and academics.”

Cochrane explains: “It starts with a small crew of experienced researchers and cinematographers who go out into the field to uncover and bring home the ‘truths’ which are then extensively workshopped and packaged with a DIY kit of four simple strategy tools and games that are designed to challenge and stretch brand planning.”

In addition to the Red & Yellow school, Big Mama’s growing list of allies include J Walter Thompson, Quirk, Foodcorp, Lucky Star, Just Design and the DG Murray Trust.

“This is problem solving the African way. Big Mama and her allies are empowering people to turn honest insights into mind-shifting, life-bettering, brand-growing ideas”, explains Cochrane. “By the time each episode of the study is finished, over 500 people and ‘social experts’ have contributed their collective wisdom to it.”

Through these conversations, the study has identified 12 themes running through South African society and describes some of the ‘hero’ brands that are currently finding ways to relieve the pressures and solve real problems in society – and by doing so, achieving growth.

“Each theme has a dark and a bright side,” says Cochrane. “Across all 12 themes we also witnessed an increasing desire on the part of all South Africans to make a difference – to be part of building a better future. There is a massive opportunity for brands that learn from the truths of these themes, to grow by becoming more relevant to the communities they are part of.”

The study is the first in a series that Big Mama will produce to inspire and engage brands wanting to grow more sustainably and ethically in Africa.

“Africa has the fastest growing middle class in the world according to the World Bank, but at the same time, inequality on the continent is growing. This makes it both an exciting and unpredictable place for brands to be working in,” says Cochrane. “The activist in us all dreads the long-term consequences of global ambition on our fragile societies and planet. But when we release our unsustainable expectations, the fears of limited resource that force us to behave so aggressively and exploitatively, and experience the power of truth and collaboration, it unlocks limitless potential and possible WIN-WIN-WIN ideas.”

Cochrane adds that Big Mama was inspired by Precious Ramotswa, the popular character in the best-selling No 1 Ladies Detective Agency series by Alexander McCall Smith. The character embodies classic African wisdom, down-to-earth honesty and empathy. But most importantly, says Cochrane, everybody wins at the end of her stories. “This is really what we hope to achieve with this project. By connecting business and society in a down to earth and powerful way that benefits all.”

“Strategy in turbulent times is important. It can seem almost impossible to see your way through some of the challenges we face – overwhelming even. But Big Mama believes that if we can understand why the big shifts in society are happening, and work more collaboratively to solve problems we will realise opportunities for growth.”

For a sneak preview of the footage from the report and feedback on the workshops visit Big Mama’s newsboard