Nyambura Mambo, Head of Market Research & Customer Insights at Safaricom, shares valuable insights from her extensive career in research and trade across African markets.

With over a decade of experience, Nyambura has partnered with leading brands across diverse sectors to decode consumer behavior and uncover market trends.

Based in Kenya, she’s recognized for her innovative research approaches and her nuanced understanding of emerging markets—critical qualities when navigating the complex, varied landscapes of the African continent.

In this episode, Nyambura discusses some of the most pressing issues facing today’s market researchers:

• Evolving consumer behavior trends
• The impact of digital transformation on research methodologies
• The critical role of cultural context in generating meaningful insights across regions

She also speaks about the challenges of conducting research across multiple African markets, and how AI is increasingly being used to generate faster, deeper insights.

Nyambura emphasizes the importance of global teams truly understanding local consumer behaviors and cultural backgrounds in order to build authentic, impactful connections.

Note: We experienced a technical glitch and lost her video midway through the episode—but the conversation was too insightful not to share. We kept the audio going, and trust you’ll agree it was worth it.