, March 13 -- Many organisations claim to have their consumers at heart when they plan and execute, but few actually get it right. When truly committing to the customer-centric model, it's essential to ask questions and gain a genuine understanding of your consumer.

Our research in the snacking space in Africa showed that, despite the tough economic climate across much of the continent, consumers are increasingly turning to snacks as a reward, indulgence and an anchor of sorts.

In times of crisis, they stick with the brands with which they have forged meaningful relationships over time. Younger consumers are continually looking for new experiences, but also have a strong affinity for continuity and loyalty. Older consumers have nostalgi...