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Our
Story
Everyday Intelligence. Better Decisions.
Context Africa is a specialist insights and strategy firm focused on decoding everyday behaviour to enable better decision-making.
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We believe the mundane holds the deepest intelligence about how people navigate risk, value, trust, and opportunity. By making sense of these everyday patterns, we help organisations design strategies that are grounded, relevant, and commercially effective.
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In complex African markets, clarity does not come from more data — it comes from better understanding of context.
Services
We make sense of everyday life to help organisations make informed decisions.
Our work translates lived reality into insight, strategy, and action / helping clients navigate complexity, design relevance, and drive impact across African markets.
Market Research
We don’t just collect data; we uncover how people actually live, decide, and interact. From face-to-face interviews and focus groups to community immersions and online research, our approach captures the everyday behaviours and cultural nuances that drive real-world decisions.
Insights
Our Waya-Waya Behavioural Model tracks behaviour as it happens, revealing patterns that traditional research misses. We help brands and organisations engage in real time, understand adaptive behaviour, and make decisions grounded in reality.
Impact & Evaluation for CSI
We turn Corporate Social Investment from compliance into community-led impact. By measuring outcomes that matter and connecting business with society, we ensure programmes - from youth employment to health and education - create lasting, meaningful change.