Went to a great presentation by CIA about their new research on archetypes. A great way to understand different market segments of our country.

As stated in biz-community .com, CIA is the Cape-based consumer insight agency and is the company that pioneered the practice of video-based qualitative market research in South Africa, celebrates its tenth anniversary this year.

And ten years on, the company is set to launch another first, a product that promises to shake up traditional marketplace segmentation, born out of a decade of in-depth product and brand research for South Africa’s leading brands.

Going to be presenting this to our clients early next month.