My African Adventure. Marketing Research in Kenya

Understanding and developing qualitative research methods in Kenya: A case study with Kenchic Ltd

For my Masters thesis is decided to travel to Kenya to work as a marketing consultant to help a local business overcome a major marketing issue.

I studied the methods of collecting consumer information from the perspective of international marketing research. I considered the use of in-depth interviews as a research method to develop insights into Kenyan eating habits and food culture.

Due to the unique focus of this case study research, a thorough study of relevant literature played a key role in helping to determine the choice of research methodology. 

A happy respondent receiving his chicken after the interview

The research identified the strong cultural links which consumers place on traditional foods and cooking methods, the fears that consumers have over food safety and the key determinants of meat consumption.

Understanding such areas allowed new concepts to be developed and tested – It was hoped that through such findings, this study helped to develop an understanding of Kenyans attitudes, particularly in relation to the current health issues faced by the partner company who supported this research, Kenchic Ltd.

Practical suggestions for the company were provided based on the results of the in-depth interview analysis, and this method was suggested for future replication, alond with recommendations for how this study could be developed and improved.

The findings suggested that the methods used in conducting international market research were successful in eliciting insightful consumer information and it is suggested for use in similar consumer research projects throughout sub- Saharan Africa.

Thanks to those who participated in the interviews and who I met during my stay in Kenya, without their help this report would not have been possible. Special thanks to Harrison – a good chef and great friend

Download the full study here:


US Bartenders Join 47 countries in the World’s Largest Cocktail Education Program

Combine two parts wisdom and one part charm, add a dash of hospitality and garnish with a friendly smile – this is the recipe for a great bartender.

Diageo will honor bartenders and mixologists by debuting the Diageo World Class program in the United States in conjunction with the United States Bartenders’ Guild (USBG).This cocktail training program will champion the art of the crafted cocktail and name one talented bartender the first-ever World Class U.S. Ambassador, who will represent the United States at the Diageo World Class Global Final in Brazil this coming July.

To participate, hopeful bartenders and mixologists should register at and complete three online educational modules enriching their skills and knowledge of the culinary art of the cocktail. The modules will focus on the history of classic and innovative recipes both behind and in front of the bar such as

  • Classics with a Twist

  • Asian Influences

  • Gentlemen’s and Ladies’ Drinks.

 Participants will also use their newly acquired knowledge to submit an original cocktail recipe and instructional video featuring premium spirits from the Diageo Reserve portfolio, including

  • Ketel One Vodka

  • Ciroc Vodka

  • Tanqueray No. TEN Gin

  • Zacapa Rum

  • Bulleit Bourbon

  • Johnnie Walker Blended Scotch Whisky

  • Don Julio Tequila

To ignite the spirit of program, the USBG, along with World Class U.S. will host a series of six events across the country. From April 23 through May 15, 2012, renowned mixologist and Tanqueray Global Ambassador Angus Winchester will travel to Houston, Miami, Chicago, Boston, Seattle and New York to recruit bartenders and inform potential participants about the international program.

Additionally, Winchester will use his industry expertise to judge participants’ cocktail recipe submissions and select 20 mixologists to compete in the program’s final challenge.

Following Winchester’s selections, World Class U.S. will culminate with a final event on June 19, 2012, in New York City.

For additional information and to register for the program, visit Join the conversation by following @WorldClassUS on Twitter, use the hashtag #CocktailChallenge and visit

Be Eggstra Careful this Easter!

Colored eggs are emblems of Easter. But eggs, when not handled with special care, can cause food poisoning, also called foodborne illness.

Salmonella causes nausea, vomiting, diarrhea, cramps, and fever, can be found on both the outside and inside of eggs that look perfectly normal – symptoms generally last a couple of days and taper off within a week.

But people such as pregnant women, young children, older adults and persons with weakened immune systems are at risk of severe illness from Salmonella. In these at-risk individuals, a Salmonella infection may spread from the intestines to the blood stream, and then to other body sites unless the person is treated promptly with antibiotics.

That’s why it’s important to handle fresh eggs properly and these tips explain how to do so

Refrigerate Eggs Promptly: Keeping eggs adequately refrigerated prevents any Salmonella in the eggs from growing to higher numbers which makes them more likely to cause illness.

Buy eggs only from stores that keep them refrigerated. At home, keep eggs refrigerated at 40 degrees F (4 degrees C) until they are needed. Use a refrigerator thermometer to be sure.

Refrigerate unused eggs or leftovers that contain eggs promptly.

Keep Clean: The outside as well as the inside of eggs can be contaminated. Wash hands and all food contact surface areas (e.g., counter tops, utensils, dishes, and cutting boards) with soap and water after contact with raw eggs. Discard cracked or dirty eggs.

Cook Eggs Thoroughly: Cooking reduces the number of bacteria present in an egg; however, a lightly cooked egg with a runny egg white or yolk still poses a greater risk than a thoroughly cooked egg. Lightly cooked egg whites and yolks have both caused outbreaks of Salmonella infections.

Eggs should be thoroughly cooked until both the yolk and white are firm. Recipes containing eggs mixed with other foods should be cooked to an internal temperature of 160 degrees F (71 degrees C).

Eat eggs promptly after cooking. Do not keep eggs warm or at room temperature (between 40 to 140 degrees F) for more than 2 hours.

For recipes that call for raw or lightly cooked eggs, consider using pasteurized shell eggs or pasteurized egg products.

Separate: Never let raw eggs come into contact with any food that will be eaten raw.

Eating Out: Avoid restaurant dishes made with raw or lightly cooked, unpasteurized eggs. When in a restaurant, ask if they use pasteurized eggs before ordering anything that might result in consumption of raw or lightly cooked eggs, such as Hollandaise sauce or Caesar salad dressing.

What Cities Eat the Freshest Foods?

March 23, 2012

A new survey provides an interesting look into the most fresh and least fresh cities across America. The top 10 “freshest cities” are where residents are seeking and eating the freshest food options available, through farmer’s markets and gardening habits.

The 10 freshest cities in the U.S.

1. Hartford, Conn.

2. San Francisco, Calif.

3. Sacramento, Calif.

4. Portland, Ore.

5. San Jose, Calif.

6. Richmond, Va.

7. Austin-Round Rock, Texas

8. Boston, Mass.

9. Washington, D.C.

10. Minneapolis-St. Paul, Minn.

According to the Ziploc Fresh Eating Survey, 81 percent of Americans are looking for more ways to incorporate fresh ingredients into mealtime, however less than 50 percent actually eat fruits and vegetables on a daily basis.

They uncovered a city-by-city snapshot of food-related choices across America with insight into a metro area’s “freshness” ranking. The results shed light on the fact that Americans want to eat fresh food and are hungry for the resources to do so.

The Ziploc Brand and Rachael Ray have joined forces on a two-year healthy eating initiative encouraging families to “freshover” their outlook on eating, offering families’ recipes, tips, ways to use Ziploc Brand Containers and Bags

The least fresh cities underscore metro areas where residents face obstacles to eating fresh, such as a high prevalence of fast food options and a lack of fresh food resources.

Here are some other interesting findings in the report

  • Texas is a Mixed “Fresh” State – Not only is Texas home to one of the freshest metro areas in the country (Austin, Texas), but it’s also home to three of the list’s least fresh (San Antonio, Texas, Dallas-Fort Worth, Texas, Houston, Texas).

  • People Eat Fresher Near Coastlines – While half the top 10 freshest areas are on the West Coast, overall the top 10 and bottom 10 are equally divided among the West Coast, East Coast, South and Midwest. Three cities in the Bay Area scored in the top five and Richmond, Va. was the only southern city in the top ten.

  • Fast Food vs. Fresh Food Resources – There are 1.45 farmers markets per every 100,000 Americans countrywide, however there are 60.1 fast food establishments tipping the scales toward consumption of fast food. East Coast residents have a better chance of finding farmers markets, including Albany, N.Y. and Hartford, Conn. with 3.84 and 3.26 farmers markets per every 100,000 Americans respectively.

  • Fresh Food Feels Good – Universally across the country, 89 percent of Americans feel like a good parent when their family’s diet contains fresh foods.



Cure Basketball Fever, Shooters Elbow, Bracket Madness, Hoops Hysteria and Dribbling Dementia!

Hooters Cures Basketball Fever With Free Appetizer Coupon and Doctor’s Note during the Conference and National Tournament Games.

Hooters is encouraging customers to cure their basketball fever and catch the games at any of Hooters during the Hooters Hooky Days Promotion.
Fans should visit where they can download a doctor’s note (for recovery time away from work) and be prescribed a free appetizer to use during the national tournament and conference games.

What I like about this campaign is the ability to capture your information directly from Facebook when filling out the form; you also list your symptoms, which include Basketball Fever, Shooters Elbow, Bracket Madness, Hoops Hysteria & Dribbling Dementia!!
In providing the free appetizer they are collecting your email address and promoting their social media links – both & Hooters will also generously donate $1 Facebook Like to the V Foundation for Cancer Research and the Kelly Jo Dowd Breast Cancer Research Grant. Well Done Hooters!
SOURCE Hooters of America, LLC

March 15, 2012

Delicious Eggs Benedict

Delicious Eggs Benedict for 2
eggs benedict

eggs benedict

 ½ Cup Extra Sharp Cheddar Cheese
2 Eggs
4 Slices of Bacon
1 Avocado
2 Frozen Biscuits
For Hollandaise Sauce
1 Egg Yolk
4 tablespoons butter
Juice from ½ Lemon
 Melt Butter in Microwave –  let it cool
Add lemon juice
Add 1 Egg Yolk
Put mixture in microwave for 30 seconds and mix again with fork

Red Bull. A brief analysis of the energy drink market

Red Bull’s strength seems to be based on their strategy of concentrating on its main product; the company seeks to develop a strong brand image through sponsorship of important events while focusing on its core competences of Red Bull drink and its sugar free variant.

The development of such a strong international brand means that the company’s products have powerful recognition before they are even introduced to new international markets. Young people nationwide have developed a natural affinity with the brand finding great utility in the core benefits of the product.  Careful selection of appropriate distribution channels and the creation of a brand image created around extreme events and high profile sports have helped quickly establish a premium position within the market.

Energy and Stimulant drinks have settled themselves as a fixture in the non alcoholic drinks market, the continued popularity has boosted the market’s value and despite increasing sales and increased competition, prices are still at a premium.

This sector is lucrative as consumers appear to be prepared to pay a relatively high price for single-serve units of the convenient energy boosting drinks. Increasing numbers of ‘Cash Rich – Time Poor’ individuals has resulted in functionality becoming a key factor, new flavors, sugar free variants and bottle changes have all been attempted by the leaders in the market.

The Energy drink market are not just competing with each other but also the whole non alcoholic beverage market as consumers are drinking them for not only sport reasons. Many external factors have influenced the demand for this market, especially those related to the increasing popularity of fitness lifestyles and rising gym membership.

Possibilities for future development of the brand include diversification, changes in flavor, special editions, more/less caffeine versions could be created. 

The final suggestion is for the targeting of potentially lucrative social groups such as older adults and those looking for rejuvenating and stimulating properties from a drink, however this would involve alternative advertising as currently most stimulant drinks are aimed at the 18 – 25 year old market.


Newcastle Brown Ale: Have you experienced the Lighter Side of Dark?

A Uniquely Interesting Combination by Will Hanrahan

I spent 3 amazing years in Newcastle and graduated with a degree in Marketing, so it’s great to see how popular this beer is in the USA. I wanted to share a little more information of the brand and about the city of Newcastle. Cheers!!

Newcastle Brown Ale

Newcastle Brown Ale: Brewed in Tadcaster, North Yorkshire

Ad Campaign Characteristics: Wit, Intelligence & Dry Humor


Dry Heat billboard

Objectives: Breaking Conventions

Standing apart from the perceptions that most domestic beers thrive upon A dark beer that is surprisingly easy to drink

Bloody Smooth

Not your typical ale – an extraordinary beer, distinct and innovative with real ingredients


Educating consumers and sharing the Beauty of the Brand, the Beer and Banter in British Culture

Fun Facts

The day after “Broon’s” launch, it was said the local police appealed to the brewery to make it weaker because the cells were full of drunks.

The ale was also dubbed “dog” by drinkers, as they would make the excuse of going to “walk the dog” when nipping to the pub

Varieties of Newcastle

Founders Ale

  • Newcastle Summer Ale: Refreshing and light, this golden beer offers a subtle citrus hop aroma and a clean, refreshing flavor with a dry finish
  • Newcastle Werewolf: Naturally blood red in color, this distinct tasting fall ale produces a combination of sweet berry overtones and a sudden bite of bitterness
  • Newcastle Winter IPA: Zesty in character and jam-packed with a creamy finish, the Newcastle Winter IPA is full-bodied and hoppy, delivering unique and authentic malt flavors for the cold season and snowy matchdays
  • Newcastle Founder’s Ale: A rich ode to the heritage and the work of five of the best brewers in the city coming together to show off their craft, Founder’s Ale offers a full-bodied ale with a sweet and dry finish

Some Famous Geordies 

Mark Knopfler



Brian Johnson

George Stephenson

Alan Shearer

Alan Shearer

Why are people from Newcastle called ‘Geordies’?

ONE theory is that the name was taken from George (Geordie) Stephenson, the mining and railway engineer who hailed from the north-east. 


Another is that it derives from a term of abuse coined by the Scottish Jacobites in the 1745 Rebellion because of the defence of the town of Newcastle against them by supporters of King George (Geordie) II

Angel of the North 

The Angel of the North  Read more here (

And Finally….

Did you know the first public demonstration of the light-bulb was given by its inventor Joseph Swan on 3rd Feb 1879 at a lecture theatre in Newcastle, therefore the first public building in the world lit by electric light? In 1881 Mosley Street in Newcastle became the first street in the world to be illuminated by electric light.

Please let me know if you have any more questions about Newcastle and the Brand, always happy to help. I hope you found this article interesting.