Big ideas start

with big
questions.

We are a strategic research agency that believes that deep consumer insight is key to fueling groundbreaking ideas and solutions.

A desk is a dangerous place from which to view the world.

Our strategic thinking is
grounded in consumer insight.

We spend time with consumers in real
world contexts to understand issues and
build ideas from 360º perspective.

Iterative learning to inspire real solutions.

Our field psychologists, anthropologists
and strategists collaborate and iteratively
build solutions in and out of the field

Bringing 23 years
of insight to the table.

Deep Africa experience
(and beyond):

South Africa
Lesotho
Swaziland
Mozambique
Zimbabwe
Botswana
Namibia
Angola
Zambia
Tanzania
DRC
Congo
Gabon
Kenya
Uganda
Rwanda
Ethiopia
Cameroon
Central African Republic
Nigeria
Ghana
Cote d’ Ivoire
Egypt
Tunisia
Morocco
Sudan

Our key clients:

Coca-Cola
Diageo London
Distell
TFG
Heineken
Mondelez
Nedbank
William Grant & Sons UK
Woolworths
Pep
Pernod Ricard
PnP
RCL
Rhodes Food
Spar
Unilever

A multi-tool methodology.

We custom build approaches to best solve a problem.

Segmentation
|

Custom built +
Now Project 2019.

Trends
|

Tracking shifts
in behavior over time.

Portfolio
|

Your portfolio today
and how to optimize.

Brand ID
|

Your brand today
& into the future.

Category & Positioning
|

Solidify your position vs.
the competition.

Store / event Experience
|

Functional & emotive
experience.

Empathy Mapping
|

Consumer journey,
motivations & jobs
to be done by brands.

Innovation Scan
|

Needs & opportunities.

Prototyping
|

Products, innovations,
communications, ideas,
apps, tastes.

Problem Solving
|

Unlock the root
cause & how to solve it.

Ethno-semiotics
|

The codes, signs, words
symbols to deliver meaning.

Immersions & Workshops
|

Experience the field
firsthand & work as a
team to solve issues.

The NOW project:

CIA’s unique segmentation.

Every year the CIA has thousands of one-on-one cross category conversations.
Over 23 years, the CIA has been tracking the patterns in mindsets and behaviours across these conversations to build an easy to use, intuitive segmentation & trends tool.

CIA’s now RSA segments:
6 key mindsets that make up RSA

Go-geta

LSM 5-10 / 16-28

Young & Hungry to succeed.

Finding self.

Challenge tradition.

Curating my image.

Explore/experiment.

Woke/conscience.

Township Ma & Pa

LSM <6 / 28+

Aspirational Image and dignity.

Struggle to make ends meet.

Self sacrificing for children’s future.

Religion & tradition.

Loxion Dreamer

LSM <6 / 16-28

Big dreamers.

Frustrated by reality.

Image conscious.

No plan to get there.

Social Camouflage.

Maintaining belief & fuelling dream.

Relieving boredom.

New Age Boujee

LSM 8-10 / 28-40

Trendy movers on the rise.

Working hard to achieve success.

Fight for balance – work, family, self, ideals.

Exploration & enjoyment.

Conscience & idealistic.

Discerning image of success.

Comfortably Suburban

LSM 6-10 / 28+

Seek to maintain stability.

Working hard to provide my family with security.

Renovators and Home Makers.

Tradition, safe, known, tried & trusted.

Well-to-do

LSM 10 / 40+

Enjoy an uncompromisedquality filled life.

Seek to maintain longevityand health.

Redefining purpose and easing social conscience.

Discerning of superior quality.

CIA’s now RSA trends

Overarching learnings from thousands of cross
category conversations, tracked year-on-year.

SLOW MOVING, BIG IMPACT

Digital Age
Life Is Uncertain
Millennials & Gen-Z Are
Re-inventing The Rules

5-10 YEAR RESPONSE

Warrior
Simplify Complexity
Meaningful Experiences
Sense of Security
Wellness

FAST CHANGING MANIFESTATIONS

Re-assessing Gender Norms
Rising Branch-free Banks
Festivals for everything
Affluent Cocooning
Rise in Vegan

Our Team.

Highly skilled iterative brand strategists.
A balance of experience & young fresh thinking.

Craig Irving,

Founder & CEO

Rafiqa Karbary,

MD

Genevieve van Vuuren,

Strategic Director

Vela Molefe,

Strategist

Georgina Visser,

Strategist

Aliah Goder,

Strategist

Claudia Cruz,

Senior Insight
Researcher

Emma Irving,

Insight Researcher

Jana Kolodziej,

Analyst & Editor

Mpho Machkeke,

Analyst & Editor

Liezl van Niekerk,

Office Manager

Angela Fischer,

Finance

What’s your big question?

If you have a big question, or would like to
know more, contact us.


Phone: 021 797 1366

Email: info@the-cia.co.za

Visit by appointment:
2 Carr Hill Road, Wynberg

Copyright of CIA 2020

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