COMPANY PROFILE

The Market Trend Analysts Limited is an independent marketing and market consultancy firm
offering social, trade, consumer, health, market research, advertising, media monitoring and PR.
The company also markets and distributes goods for both local and international clients. Based in
Nairobi but has network offices in Rwanda, Tanzania, Ghana, Sudan, Nigeria, Ethiopia, Senegal,
Malawi, Cameroon, Nigeria and South Africa that delivers quality data in the shortest time
possible.

The Market Trend is geared towards helping local and international clients to understand the
African market trends and landscape, profile and segment customers, identify suppliers, review
and deliver market entry and growth strategies. Our organization tracks, champions and provides
focused technical in kind support, designs customized survey programs.

Our research services include opinion and perception insights, segmentation, satisfaction and
loyalty research surveys, behavior usage and attitude, data collection, branding, industry
analysis, pricing research, usability testing, stakeholder audits and market entry / sizing.
Deliverables include cross-tabulation data tables, power point presentations and comprehensive
written reports. The statistics are collected based on internationally accepted methodologies to
facilitate comparisons across and between the National and International arena. In Kenya we
work in line with the Kenya National Bureau of Statistics policies and ESOMAR standards.

OUR VISION
To become a Regional key player in helping organizations analyze, design and plan winning
strategies that lead to profitability and growth.

OUR MISSION
The market Trend is a research firm that is dedicated to helping organizations make important
business decisions through the use and analysis of actionable market intelligence.

OUR VALUES
At The Market Trend Analysts Ltd we believe that today than ever before, data analytics and
the use of market intelligence has made inroads across almost all industries especially in the
developed world. Many smart companies have an organized and systematic effort to collect
useful data and to interpret it to inform business decisions.

A focus area in market research is consumer behavior in particular, emphasis has been on what
consumers need, how they feel, their preferences, their spending habits etc. Market research is
important because besides decision making, it helps to understand consumers and the industry at
large. We therefore take responsibility for quality and that is why we are guided by the following
values:

KNOWLEDGE
We have cutting edge knowledge of market trends and their business implications.

INTEGRITY
We encourage involvement, openness and honesty in all our clients’ projects.

PASSION
We have a deeply infused passion for research
ANALYSIS
We analyze and stealthily scrutinize businesses to identify and prioritize needs/risks and develop
solutions.
PERFORMANCE
We strive to improve our performance and go beyond our clients expectations.
RESEARCH PRODUCTS
The Market Trend Analysts Limited specializes in developing custom made solutions to address
specific questions facing clients, as such it does not offer off the self information. Some of the
most commonly used surveys that we conduct include:

Market Exploration
This type of survey explores potential gaps and opportunities in a marketplace. Qualitative
research method is mainly used in market exploration.

Market definition
This type of study seeks to measure opportunities and gaps in a marketplace. Therefore
quantitative research is used and the result is measurable data.

Customer satisfaction survey

In an increasingly competitive world, customer satisfaction is key to building customer loyalty
and sales growth. This type of study establishes satisfaction levels and tracks attitudinal and
behavioral loyalty. This determines the specific reasons for dissatisfaction and determines how
important service satisfaction is.

Human Resource and work environment

Staffs are the backbone of any organization and are regarded as internal customers. Maintaining
a qualified, satisfied and motivated work-force is crucial to the survival of the organization. Staff
attitudes can establish how employees feel about work and related issues and help track changes.
This helps employees to voice their opinions on the company, management, job satisfaction and
how to improve on the negative sectors. Results are then projected overall in the form of
graphics, reports and power point presentations.

Habits, usage and attitudes (U&A or H&A)

As the name suggests, this quantitative study looks at the habits of consumers, measuring usage
and attitudes towards particular products or services. Such studies are the mainstay of many fast
moving consumer goods (FMCG) and other manufacturing companies’
Package Design & Image Survey
Package designs and labels should be unique and linked to a specific brand. This will attract
recognition. Your designs will be compared to competitor’s designs thus boosting awareness and
sales. If product is designed right and has a unique attractive package, this will attract consumers
thus increasing sales.

Advertising test
This type of study evaluates reactions to advertising campaigns. These may be print, press or
electronic and tests can be conducted both pre and post production stages.

Brand Equity Survey

Surveys are usually collected from both customers and non-customers, providing a platform for
gathering market intelligence supplementary to the brand measurement process. We do surveys
comparing client brands against competitor’s brands. This identifies competitor weaknesses and
helps strengthens client’s brands.

Pack/Product tests
Data for such tests can be collected either qualitatively or quantitatively depending on the stage
of development of the product or package. Such tests can evaluate the acceptability of products
or packaging providing valuable information to help fine-tune the final offering. They can also
help select between different prototypes.

Social research surveys

This type of work evaluates the performance of projects. It is necessitated by the enormous
amount of work done by NGOs. Baseline surveys are often done to collect basic information
about the introduction of particular community services or projects.

Price Study
This study allows one to check the prices across the market. Also comparing prices against
competitor’s prices. We also do a BPTO to check what prices consumers are willing to pay for a
product.
Monitoring and evaluation
This type of work involves benchmarking and monitoring projects to establish whether the set
objectives are met. During the project life, the progress is monitored and evaluation done at
midterm or at its completion as a terminal evaluation.
FIELD SERVICES
International clients also outsource quantitative and qualitative consumer and business to
business fieldwork research services from us. Our services include but not limited to the
following;
1. Data collection(Field interviews)-We offer the following range of data collection
methods
• Telephonic
• Face to Face
• Mobile
• Email
• Online
2. Back checks (Field interviews)This is a quality check which ensures interviews are done
fairly, honestly and interviewers were professional and knowledgeable .Back checks are
done on 25% of each interviewers work, of which 10% is a personal back checks where
the back checker goes into field to do the back check and 15% is Telephonic back checks
whereby a Back checker calls the respondent to do the Back checks. For each study there
is a Back check Questionnaire set up, this is used by the Back checkers.
3. Editing. This is a check done on all questionnaires once interview is completed to check that
all the questions are filled in according to spec and the questionnaire is corrected before it goes
to coding and capturing. There is an editing instruction that is done on 10% of each editor’s
work, this is to make sure that they are following the instructions document and there are no
errors on their work.
4. Coding. This process is done to summarize the open ended data. A code frame (summarized
list of codes) is created for all open ended questions which is used by each coder, 10% of each
coders work is checked to ensure that they are following the code frame and are using the correct
codes.
5. Data capturing. All data on questionnaire is captured according to a capturing Master that is
created. A double capture/data verification is done to check that everything is captured
according to capturing Master.
6. Data cleaning. Both data captured files are run against a check edit to make sure that the data
is error free and ready for data analysis. Final check is done before final data is produced. This
check is done by running Frequencies and Hole counts on pre-final data. Once data is error free,
final data is exported in the final format (ie SPSS,.dat, dta or csv)and ready for reporting,
creating PowerPoint presentation or sending to client.
7. Powerpoint presentation/Reports/Transcripts Spelling and grammar checks are done
before sending to client or before presentation is done to client.
8. Verbatims. These are actual open ended responses that are captured into either excel or word
and sent to client upon their request. Spelling and grammar checks are done before sending to
client.

WHAT MAKES US DIFFERENT?

• Market Trends – Are you looking for a lucrative niche or unsure of the strength of your
competition? We will guide you towards viable niches where you will be most profitable.

• Competitive Analysis – What are your company’s competitive advantages and what are
your competitor’s competitive advantages?
• First we extract meaningful and detailed information with our Cutting Edge
Competitive Analysis.
• Then we show you how to strategize this information to keep your top clients and
win business from your competitors.

• Current Employee Intelligence – We will help you retain valuable employees by

finding out
• Why they stay?
• Why they would leave?
• What you need to do to keep them?

Employees are personally interviewed by our selected team of experts who are highly
skilled and have signed a code of ethics with the company to keep identities and
information secret. They help uncover valuable information for your company resulting
in lower employee turnover rates.
• Current Client Analysis – We will interview your current best clients via phone or
Skype. Our high touch interviews uncover important information that can only be
extracted during one on one conversation. By speaking with someone over the phone, and
then if possible in person, we are able to gather much more accurate, precise, revealing
and valuable information than would be obtained with the survey alone.

• New Client Differentiator – These interviews are extremely effective in shaping a

tailored communication plan for the new client. We help you provide a high quality
experience for your client by learning their needs. For example:-
• How frequently do they want calls from your representatives?
• What is the preferred method of contact?
• Do they want reminder emails to pay their premiums?
We are adept at pinpointing what sort of communication the client wants so that you will
attract the best clients and keep them happy.

• Win Back Former Clients – We call former clients to uncover why they left and what
you can do to win them back. Our Win Back Program has a two-pronged benefit to your
company. You will:-
• Win back clients who left
• Identify areas that need improvement to prevent current clients from leaving

• Near Misses – Many of our clients conduct this program simultaneously with the Win
Back Former Clients Programme. In a nutshell we will interview clients who ALMOST
chose to do business with your company BUT decided not to. This will help you
understand why you win and lose business. We are a result oriented company with a
passion for analytics and helping companies and individuals reach their goals.

• We assign a specific director for each project.

• Extensive knowledge of information sources

• Flexible charges to suit your requirement (competitive costs, low overheads)

• Professional member of several research consultation groups

The organization has five departments
• Research and Development
• Marketing and Advertising
• HR and Admin
• Accounts and Finance
• IT
We have a dedicated team of professionals who have more than a half a century of combined
working experience on both the clients and agency sides. This combination of economics,
statistics and mathematics backgrounds of our team from various leading organizations and
institutions make our staff unique as we pool this diversity together. The Market Trend
operates on a highly competitive landscape and market dynamics of varying complexities.
We tap into the talent of various staff members with the ability to learn and adapt fast to
deliver against the tide. We allow graduates to have multiple roles in the organization
through frequent job rotations to give them different work experiences.

OUR STAFF
1. Getrude Wanjeru Kivindu- CEO
She has over 7 years’ experience in general research studies. She holds a Master’s Degree in
Mass Communication from JKUAT and Bachelor of Arts from Daystar University.
2. Beryl Ayoo Odipoh -Business Development Executive. [BA ECONOMICS AND
FINANCE] Kenyatta University. Over 7 years hands on experience in carrying out both
qualitative and quantitative research. She has worn many hats in the research field and gained
practical skills in the execution of research, project management and data analysis. She has
exposure working with both local and international research organizations
3. Stephen Otieno Obira-Research Director [Independent Consultant]
He has over 11 years’ experience and holds a BA [Statistics and Economics] from Kenyatta
University. He works under timelines and has a strong background on data management and
analysis.
4. Githenya Wachira
Consultant Analyst [Independent]-BSc Chemistry-Moi University. Over 15 years’ experience
with both Government chemist and KEPHIS. Expert in Analytical chemistry which includes
routine chemical analysis of soil, water, fertilizer and feed samples, data handling and
interpretation.
5. Caroline Mariita.HR
6. Anne-Marie Abongo [Research Assistant] University of Eldoret BSc Statistics and
Economics.

OUR CLIENTS
Client of companies we have successfully done projects for, currently negotiate or collaborate
with are but not limited to:-
• XS Infosol PVT Ltd (India)
• Hemisphere Bridge Group (Ethiopia)
• Cohesive Technologies PVT Ltd (India)
• Research 365 (Ghana)
• Cosulsat (Sudan)
• Boost Accurate Concepts Ltd (Kigali Rwanda)
• Steadfast Research and Marketing services (Malawi)
• Milia Light Products Limited
• Rovineth services Ltd
• Filtech Scientific Company Limited
• Marce Engineering and General Construction Ltd
• Lexicon Systems
• Netsa Ventures
• Gill Oils Limited
• Green Images Marketing and Consulting Ltd (Nigeria)
• Hansconsult International
• Aria Telecom Solutions PVT Ltd (India)

Our commitment to our clients on every project

• We will invest time to know your business intimately
• You will work with a dedicated Senior Strategist who is supported by an intelligent and
resourceful team
• We will match the most appropriate research design to fit your needs, not ours.
• You will receive added value from our industry-specific experience and other sources to
tell your story in the clearest and most compelling way possible.
• You will work with passion driven people who are dedicated to making a positive impact
on each other, in our community and in the Market Research Industry.
Core Business of the Market Trend Analysts Limited
It revolves around three key areas

Branding
Brand management, brand development and brand consulting.

Strategic planning
Target strategies, positioning strategies, concept development, market introduction strategies,
campaign planning, products development, Business Development, Business strategies and
corporate strategy consulting.

Customer Marketing
Strategy Planning, consulting, data development, management and analysis, marketing
programme development etc.

Our Contact Details

Head Office : The Wind Close, Ground Floor, Right Wing, Ngong Kiserian Road
Roki Junction
Tel : +254777200048/0726875003/0731364377
Email : info@markettrendanalysts.com, themarkettrendanalysts@gmail.com
www.markettrendanalysts.com
Twitter @Market_Trend-_A

Main Contact Person

Samson
Marketing/Advertising Director
+254 726875003
 ORGANISATION STRUCTURE

BOARD OF DIRECTORS

CHIEF EXECUTIVE OFFICER

M&E ICT MARKETING AND HUMAN

FINANCE AND
COMMUNICATION ADMINISTRATION
ADVERTISING RESOURCE

ACCOUNTS
BUSINESS ASSISTANT HUMAN EXECUTIVES
PROJECT DEVELOPMENT RESOURCE
MANAGER EXECUTIVE

PROJECT LEAD PROJECT LEAD

DATA ENTRY ANALYSIS

RESEARCH
TEAM
ASSISTANTS