Born out of rebellion against conventional qualitative research approach, the c.i.a began in 1996 with just a curious mind, a pair of dirty boots, a camera & a philosophy...

> cutting-edge qualitative researchers
searching for an insight advantage
Conventional qualitative research methods often unearth predictable, uncompetitive information. The c.i.a digs deeper for true insight.

research that's real
By getting 'out on the street' and into people's homes and lives, the c.i.a gets real, 'un-scrubbed' insight that fuels strategic thinking in ways that conventional focus groups can't. We then distill the key findings into an audiovisual document, bringing 'the consumer back into the boardroom'. And allowing you to see the world through the eyes of real people.

rigorous qualitative method and really smart people
You get the benefit of experienced and intelligent field agents. With loads of degrees. And even more empathy. Our directors do the fieldwork.

> learnings-driven methodology
why we video-record respondent conversations
Critical insights often lie in non-verbal sentiment. A camera helps us document that sentiment. Or measure its validity. Allowing us to bring you what people think and feel. And freeing us up to really listen & engage in what amounts to an intimate confessional.

why we edit the material
Re-living fieldwork at 25fps is a part of the analysis. It affords us the time to mine critical insights. And to package them in a way that they have a real impact on learning in your business.

> a world-class company
competitive advantage
The cia is a preferred partner to many global companies. Our loyal clients include Unilever, Diageo, brandhouse, Media 24 and BATSA amongst many others. They've sent us on missions throughout this country and beyond its borders: Europe, Australia, the Americas and much of Africa - including Nigeria, Ghana, Cameroon, Cote d'Ivoire, Kenya, Tanzania, Angola, Reunion, Botswana, Mozambique, Namibia & Swaziland.