Firstly, could you provide me with some insight into Keyresearch, the services you provide and what your portFolio looKs liKe?
Founded in 2005, Keyresearch is the oldest market research company operating in Angola. We specialise in collecting, storing and analysing datasets through the combination of techniques and specialised methodologies which meet the necessities of local and international clients. We offer regular studies, over pre-defined methodologies, such as “Brand Positioning Study”, “Commercial Establishments Census”, and “Retail Audit”. On the other side, we carry out ad hoc studies constructed on a personalised methodology according to the necessity of the problems of the client.
All the projects conducted by Keyresearch are according to the International Code ICC (International Chamber of Commerce)/ESOMAR (European Society for Opinion and Marketing Research) for market research, opinion, socials and data analysis.
We also adhere to the United Nations Global Compacts, compromised with the Global
Objectives for Sustainable Development.
could you outline some oF your Key clients and proJects?
We manage the necessities of commercial departments, and the marketing of small, medium, and large major companies, whether they are local, multinational, or governmental organisations.
Now, we have completed more than 500 projects, many of which we are proud to have participated in, and we are thankful to be given the opportunity of their respective sponsorships. The project for PSI Angola had an objective, to learn how the owners of mosquito nets use and care for them in certain regions of our country. Research turned to the correct use of the mosquito nets and a guarantee for better prevention of the disease, which according to the Programme of the Fight Against Malaria affected 2,580,388 people in the first quarter of 2022. Another reference is the research done for International Finance Corporation (IFC) on the poultry sector in Angola. IFC is the biggest global institution which has turned to the private
sector in a developing country. The sector being studied is key for the subsistence of rural Angolan communities, and is strategically important for the economy, food, and nutritional security of the population.
One project which put our team to the test was recruiting for Africell Angola in 2022, for its complexity in managing a team of approximately 1,200 people. There were many difficulties during the selection, recruiting, training, logistics, communication, and technology. We overcame the application of techniques and management tools available for the project. The main objective was to have teams positioned in the province of Luanda and register the biggest number of clients for a new operator, overtaking more than a million registered clients. At the end of 2022, Africell announced recruiting more than five million clients.
which sectors do you operate in?
In 18 years of operating, we have had the opportunity to work on projects in diverse sectors, such as banking, insurance, telecommunications, alcoholic and non-alcoholic beverage industry, food industry, hygiene, media, health, logistics, and information technology (IT), etc. The research is oriented for the consumer, business-to-consumer (B2C) studies and others for the orientation of companies, and business-tobusiness (B2B) research.
could you tell me a Bit aBout Keyresearch’s regular studies - “Brand positioning study”, “commercial estaBlishments census”, and “retail audit”?
The Brand Positioning Study has the main objective of measuring the impact of trademarks. Through this project, we analyse the performance of the brands that act in the Angolan market and for the segments of the financial market, health, alcoholic and non-alcoholic beverages, hygiene, dairy, tobacco, among others. They have bimestrial periodicity and cover the entire province of Luanda, representing 27 percent of the total population of Angola.
The company owners know and analyse which brands are consumed more, and monitor the indicators utilised in the world such as market share, top of mind awareness, recall of
advertising, Net Promoter Score (NPS), among others. It offers an analysis on how a determined trademark is comparative to the main competitors. On the other side, it becomes possible to make plans of assertive communication through the habits of the media of their market defining the best investment in communication. In this way, the responsibility for communication of the trademark will be verbalising the calculations on Return on Investment (ROI) of their companies. As for the Commercial Establishment Census, it is important to say that we never go very far when we do not know where we are going. This project resolves the problem according to the mapping of establishments of interest and in a determined region with delocalised data. We did an X-ray of these establishments, characterising the type of establishment, access type, products sold, address, telephone contact and much more. It is therefore a powerful tool for the commercial and marketing of a company. With this tool, the company will be able to establish the best routes of distribution, economise with the assertiveness of logistical strategies, and develop commercial actions from the addresses and telephone contacts collected. The Retail Audit project shows what happens in commercial establishments. A very experienced team in this work methodology collect monthly data of the establishments in the province of Luanda. Thereby, they obtain information on the best-selling products and brands for consumers, such as data by type of establishment, product category, brands sold, surveying products in stock and much more. Products from the alcoholic and non-alcoholic beverage sector, cigarettes, biscuits, milk, coffee, tea, chocolates, among hundreds of other food or non-food products
are investigated. It is an extremely assertive tool for the commercial and marketing teams of organisations.
The managers will know the information for the products sold from its brands and competitors. It will facilitate project sales through insights such as the increase or decrease in the stock of the brand’s products. It will monitor the most used key performance indicators (KPIs) in the market, such as market share, sales seasonality and much more, comparing with the company competitors. Therefore, you will always have updated answers to the following questions: Which product sells the most? Which types of establishments sell my products the most? Which packages are most attractive?
All of this in a Power BI dashboard.
what is the company’s mission and vision?
Our mission is rooted in assisting our clients to achieve success, offering access to diversified services of the market research in the qualitative and quantitative approach, providing the companies with trusted evidence as a base for their decision-making, given within the adequate timeframe, and competitive costs, excelling in our operations.
We align ourselves as a national company of reference for market research. We are the partner of choice, recognisable as a provider of quality, accessible, transparent, and competitive coverage which helps our clients in making decisions based on evidence in real time, also maximising business objectives and relationships with stakeholders.
can you speaK aBout the regular marKet
studies with relevance to Brand holders, Brand managers, product distriBution companies? We can share some results of our Brand Positioning Study, released in September 2022. In a sample of 604 individuals residing in the province of Luanda and over 15 years of age, it was found that approximately 68 percent of respondents have a bank account, and men aged between 25 and 34 are most likely to have one. As for media habits, it was found that 55 percent of the individuals interviewed listen to the radio, 86 percent watch television, 23 percent read newspapers, 22 percent read magazines and 73 percent access the internet.
c ould you expand on your specialised techniques?
We have many specialised techniques that we have developed ourselves, but several of them are obtained by companies who we work with. The main one, without any doubt, is the Study of Consumption Habits with the objective of delimiting and describing the consumers of products, services or trademarks at each level of the population.
In addition, the Study of Client Satisfaction is a fundamental tool for managing companies and organisations in a way which assists in strengthening the relationship among companies, the brand, or the institution and its clients. Another technique is the Acceptance Test, which consists of having the product tested by the target audience in conditions as close as possible to the reality of consumption or use, to assess the extent to which the new product is accepted by the target audience.
The Pre-Announcement Test is like an insurance that reduces, but does not eliminate, the risk involved in launching a new advertising campaign. We also developed the mystery client, which is just as the name suggests. The technique considers the presence of research “disguised” as a client, characterised according to the profile of the evaluated establishment.
could you tell us aBout your team - which Fields do they specialise in?
We have an internal team of experienced professionals composed of senior analysts of market studies, analysts of quantities studies, analysts of qualitative studies, programmers, project managers, statistics, marketing, finances, management, law, sociologists, and computer science.
As marketing is always in flux, our team continuously undertakes training, as it guarantees that we are updated on new changes in the management of projects and in market research.
how many employees do you have, what training do they receive, and what are your practices For social and research marKetplace?
Our technical team is composed of 11 collaborators with vast experience in the project management of research and market studies. This internal team is complemented by a robust and experienced field team with roles of interviewers, auditors, recruiters, and supervisors. They are dedicated and regularly trained by our technicians in relation to our policies,
processes, norms, and good practices for the social investigation of the market. As they are freelancers, Keyresearch can select and recruit the necessary number of contributors through our interviewer’s pool.
We also have a group of professional consultants with a minimum of 10 years’ experience. We go to these specialists for projects with an elevated complexity of sectorial research, where they are of great use.
are there any proJects that you are worKing on at the moment or in the Future that you would liKe to showcase?
In the near future, we will be participating in a new project which will impact the nation. It will emphasise and identify failures and problematic service in the distribution of potable water and basic sanitation.
We are talking of a very relevant issue for the communities in research, according to data from the National Statistics Institution, referring to the definite results from the general census of the population and housing in Angola in 2014, only 44 percent of family aggregate in the country have access to appropriate drinking water while 60 percent of the same have access to adequate sanitary facilities.
The project is challenging, but also motivating, and it brings pride to the team at Keyresearch.
