The joint approach will combine Kasi’s data intelligence with Moonlook’s creative expertise and connections with Africa’s cultural and creative sectors.

Kasi Insight and Moonlook will work together to focus on understanding consumer attitudes and motivations, as well as barriers to accessing Made-in-Africa products. They will also examine how consumers discover African brands and their preferences across sectors like fashion, beauty, crafts and luxury retail.

The research will also aim to gain insights on the operational blueprint of successful African creative ventures at a local and global level, studying business maturity, founder motivations, heritage integration in creative processes, retail strategies, sustainability practices and regulatory challenges.

The businesses have invited stakeholders including marketers, policymakers and institutions to join the initiative.

Headquartered in Nairobi, Kenya, Kasi Insight offers data insights across 21 countries in Africa. Moonlook specialises in developing brands within Africa’s cultural and creative industries, and is headquartered in Paris, France.

Yannick Lefang, chief executive, Kasi Insight, said the partnership would “bridge the gap between consumer expectations and creative potential”.

Lefang added: “By addressing both sides of the equation – what consumers need and what creatives strive to deliver – we aim to craft solutions that transform African heritage into wealth while driving sustainable growth across the continent.” 

Nelly Wandji, founder of Moonlook, said: “We initiate this research as a step toward building a blueprint for success in Africa’s creative industries. By understanding the substance of market needs and crafting tailored solutions for creatives, we can ignite prosperity while celebrating African heritage.”