Culture Intelligence from RED tracks consumer behaviour via data (from our consumer panel and culture experts) to deliver intuitive qualitative insights that cannot be discovered through quantitative research methods.

Consumer Panel

Culture Intelligence from RED aggregates the opinions, behaviours, preferences, intentions, sentiments, decisions of consumers to collect direct inputs, recognise problems and identify opportunities for growth.

Culture Insiders

Our intelligence capability is deepened by the best experts – culture insiders, all leading thinkers and doers with their thoughts, analysis and predictions on the biggest culture moments and issues.

Mar 13
The giveaway culture is booming, but do customers really care?

In recent times, brands' marketing strategies have shifted focus from direct sales to…

Mar 05
48% would consider subscribing to Spotify, but the economy and competition could affect opportunities

Asked if they were aware of the adverse reactions among customers or had experienced…

Feb 28
72.5% see Globacom as a genuine Nigerian brand, but how many view the brand positively?

Among our national focus group, 78.4% explained that they use a personal Globacom line…

Feb 19
55% have a positive perception about GTBank, but it goes beyond banking

Asked if they were aware of the adverse reactions among customers or had experienced…

Feb 12
Virtual event fatigue: 62% have joined online events this year… and they want less of it, not more

With physical and social distancing, new working environments, and much uncertainty,…

What the Tool Offers

Numbers are good, but they are sometimes blind. We are more interested in what influences the culture and drives choices, and use these insights to unlock new meanings for brands and institutions looking to navigate a complex market.

We track and highlight the invisible cultural factors and special moments that are impacting the lives, perceptions and choices of consumers. We know what the streets are saying and use the knowledge to provide granular information that brand managers and experts need to make informed decisions.

By identifying cultural shifts, insights from the tool provide professionals in public and commercial sectors an extensive premise for ideation, testing, and developing strategies that withstand scrutiny and constantly-changing nature of trends and consumer behaviour.


Daphne Akatugba

Head Of Customer Experience at Sterling Alternative Finance

A marketing and communication professional with proven ability to develop and execute strategies, including harnessing partner-relationships that successfully launch and nurture brands across product categories and industries.

Adedayo Ayodeji Faniyan

Chief Data Analyst, Future of Work Africa

An experienced data analyst with proficiency in the practical application of Big Data, Data Science, Machine learning and Artificial intelligence, which majorly involves analysing digital footprints on Generation Y and Z.

Francesca Uriri

Founder, Leading Ladies Africa

Francesca has 14 years' experience spanning corporate communications, internal communications, policy communications, D&I communications strategy, c-suite communications advisory, media management and content development strategy for companies within the tech industry, start-ups and social impact organisations.

Ifeoma 'Oma Areh

Principal Consultant, WildFlower PR & Company

Ifeoma Jennifer Areh has expertise in developing and managing relevant and engaging integrated communications programs for leading B2C and B2B global brands.

Tunde Kara

CEO, Vendease

Tunde has a 13-year career building brands and leveraging technology to solve problems for African businesses. He has managed projects for global brands such as Samsung, Coca-Cola, Google, General Electric, etc.

Mark Amaza

Co-Founder, MINDcapital Consulting Services

Mark Amaza manages MINDcapital, a strategy firm in Abuja, Nigeria. He has also written for AfricanArguments.org, THISDay, Nigerian Tribune and Vanguard Newspapers.

Mfon Ekpo

CEO, The Discovery Centre / Founding Partner & Executive Director, John Maxwell Team

Mfon Ekpo is a lawyer, development strategist, professional negotiator, bestselling author, keynote trainer, development practitioner and personal transformation expert.

Kolapo Olapoju

Editor, The Cable

Kolapo Olapoju is a writer, poet, editor, development/advocacy journalist and brand strategist.

Uko Aziza


Aziza Uko is the President & Executive Editor at The Trent.

Folade Folana

Senior Producer/Presenter at TVC Communications

She is bursting with energy, full of passion and drive, extremely creative, confident and resilient.

How It Works

We feed the research questions into the tool, the public can participate by answering the questions and also add their own notes/thoughts to the survey.

Get their qualitative feedback, extract the keywords and use it for our pitches.

Feed the tool by taking the survey