Market research: Who is our ideal customer?

Client: Poa Internet
Location: Kenya

The challenge

Serving select neighborhoods in Nairobi, Poa Internet is a new, successful small internet provider alternative to So and So. They are ready to expand and need a clear picture of the ideal customer to guide their investments.

What we did

Picture Impact worked closely with Poa’s analytics department to craft a purposeful customer sample for in-depth interviews. By coaching local skilled facilitators, we collected data through storytelling, timeline creation, image ranking and other creative activities to engage customers and uncover behavior motivators.

The results

The resulting audience profile and market analysis provides trustworthy data for decision-making to Poa—demystifying what they knew through experience and uncovering a few surprises along the way.