South Africa
Smirnoff Ice Double Black with Guarana
- Method
- CAPI
- Sample
- 750
- Fieldwork
- 17 days
Mapped who drinks the brand, how and where. The findings became the basis of the Explore the Night campaign and platform.
Research that goes below the surface.
Ice Lab is an independent, full-service qualitative and consumer insights agency. From Lagos, Nairobi and Johannesburg, we design and run research across the continent, with video as our primary medium.
Focus groups, in-depth interviews, CAPI, CATI and CAWI
500+studies delivered, 2016–2021
50+people on the team
30+ yrsof cumulative brand experience
14countries in our featured case studies
What we do
Five areas of work, each built on the same idea: talk to real people where they live, shop and spend time, then turn what they say into decisions.
All servicesMarket awareness
Know the market before you move.
Usage & attitude, scoping, segmentation, insight research, desk research
Client capital
Measure how customers feel about you.
Customer satisfaction, brand preference, engagement, recommendation
Portfolio
Shape and test what you plan to launch.
Ideation, concept creation, concept screening, potential testing, range optimisation
Brand
Understand where your brand stands.
Brand background, brand platform, image & positioning, brand architecture
Communication
Check that your message lands.
Social media research, pre-testing, post-testing & tracking, site optimisation, publication
Video first
With video as our ethnographic medium, we bring the consumer into the boardroom: their homes, their shops, their own words. It sparks debate inside client teams and gets people thinking creatively about what to do next.
Selected work
All case studiesBotswana, Namibia, Malawi, Zambia, Mozambique
PPC Cement: brand preference and loyalty
- Method
- CATI
- Sample
- 1,500
- Fieldwork
- 20 days
Found two kinds of buyer: loyalists who stay for strength, durability and availability whatever the price, and price-led buyers steered by clients, sales teams and bosses.
Niger and Senegal
Diaper usage in rural communities
- Method
- CAPI
- Sample
- 3,600
- Fieldwork
- 21–25 days
Showed that cost was keeping usage low, and recommended the client introduce smaller, more affordable pack sizes.
Brands we’ve worked with
- Coca-Cola
- Unilever
- Nestlé
- Johnson & Johnson
- Mondelēz International
- Kraft
- Bacardi
- Nivea
- British American Tobacco
- Old Mutual
- Brandhouse
- Hero
- Canon
- IDC
- Tecno Mobile
- World Health Organization
- Zenith Bank
- Spectranet
- Game
- Your brand next?
Have a question your data can’t answer?
Tell us what you need to know. We’ll design the study, run the fieldwork and bring back findings you can act on.