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Kenya is strategically positioned as the "gateway to east Africa". Rising GDP per capita indicate increasing consumer incomes. Nielsen’s research indicates that Trendy Aspirants and Progressive Affluents account for 34 percent of Kenya vs. 28 percent across Africa.
Nielsen Knows People
What do people want? See? Share? Love? Discover how our unique insights can help your business.
Your business depends on finding, understanding and connecting with your best customers. As the definitive source for what drives people to watch and buy, Nielsen can help you stay on top of trends and use key insights to grow your business—in the next town and across continents. We’ll help you stand out from the competition, differentiate your offerings, develop new ones and identify opportunities where others can’t. Trends around the globe are rapidly evolving, and we’ve got our fingers on the pulse of consumer behavior, shifting populations and new influencers.
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As the e-commerce channel expands, the future success of brands will be significantly affected by how successful they are online. As increasingly time poor consumers seek convenience and on-the-go purchases, online sales of FMCG will gain more importance.
Marketing mix modeling has never been more valuable to chief marketing officers—and the need for effective modeling has never been greater—than today. There is no silver bullet for modeling online and offline data, however, which means CMOs need a solution that helps them see both pictures of the world they work in.
With more people watching and buying online than ever before, advertisers are diving head first into digital to reach their audiences. Online advertising expenditures increased more than 25 percent (26.6%) year-over-year as of the second quarter of 2013 and exceeds several traditional media categories. But are these investments worth their price?