Diageo Africa: UMOJA – A story of unity and innovation

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Introduction

This is a story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how an innovative mobile qualitative approach is helping Diageo's African research and innovation...

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