About us

TACT exists so African expansion is decided with city-level commercial evidence, not consumer pull alone.

The challenge

African market entry still runs on incomplete commercial visibility

Millions in capital move on consumer interest, country averages, and partial channel reads. TACT exists to close that gap before the commitment is made.

Fragmented evidence

Consumer studies, trade anecdotes, and competitor scans often sit in separate decks with no shared decision rule.

Trade and retail channel reality on African shelves

Blind channel risk

Entry plans can look strong on stated demand while retailer margins, stocking intent, and logistics remain untested.

Capital committed too early

Investment committees need a clear enter, enter differently, or do not enter call before money and distribution are locked in.

Researchers checking shelf prices and talking with trade in an African supermarket aisle

Our story

Supporting expansion into and across African markets

Organisations expanding into Africa, or from one African market into the next, are often asked to commit on incomplete evidence: a country average, a consumer study, or a channel read standing in for the whole picture.

TACT was established to support those decisions with city-level consumer, trade, and competitive intelligence in one engagement, so leadership can decide whether to enter, where to enter first, and on what terms.

Mission

We de-risk African market entry by combining city-level consumer, trade, and competitive evidence into one recommendation leadership can defend.

Vision

To make city-level commercial evidence the default before capital, distribution, or brand spend is committed across African markets.

Values

BILLIONS is how the work stays honest under pressure

Eight operating commitments, read as one word. Choose a letter to see what it means in a live sprint.

01 / 08

Boldness

Share the hard recommendation when the data requires it.

Data collection partnership

Field coverage across 14 African markets

TACT partners with Trihub Data Solutions for data collection across commercially critical African markets. Trihub runs the fieldwork, and TACT designs the intelligence and owns the recommendation.

Nigeria, Ghana, Kenya, South Africa, Côte d'Ivoire, Senegal, Tanzania, Uganda, Cameroon, Togo, Benin, Mozambique, Ethiopia, and Egypt.

14African markets with live field coverage

Talk through your market entry question

Discuss TACT Flash or TACT Compass with the team against the capital decision you need to make.

Book a consultation