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On Demand

WhatsApp, the Front Row Seat to Consumer Engagement

Total Credits: 1 Advance Credits

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Moderating/Facilitation |  Research Design
Mpho Mpofu
58 Minutes
Audio and Video
Original Program Date:
Jan 31, 2020


How can a brand gain greater access to their consumers and achieve front-row seats into their lives? Imagine an opportunity to wake up with the consumer and be part of their day from the moment they rise until they go to bed; a way to experience in real-time the influences and circumstances that shape consumer decision-making at every touchpoint during the day. WhatsApp has become a preferred form of communication in emerging markets. It is familiar, easily affordable, and accessible (compared to other research platforms). This presentation will demonstrate how one can use WhatsApp as a multidimensional but non-intrusive lens into consumer lives through the use of text, audio, and video connections. The methodology can be leveraged as a continuous ethnography throughout the day. It can give us access to every step in their experience and moments of influence. WhatsApp is something consumers already relate to – helping them to feel more in control – it’s their safe space, the world they readily share. Come join us as we share the “how-to” and benefits of this exciting methodology.



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Managing Director

Masutane Consulting

Mpho Mpofu is the Founding Director of Masutane Consulting Services, a marketing research agency in Johannesburg, South Africa. Her background encompasses Consumer Relations, Market Research, and Business Development with over 10 years of experience. She is known for providing valuable consumer insights to both small businesses and major corporations. She has delivered keynote speeches, business presentations and training workshops focusing on the critical benefits of marketing research and its impact on business, products, brands and strategies. Mpho is the mother of 2 who loves cooking and working with small businesses in under-privileged communities.