The Kingmakers is an insights led market research studio.
But what is a kingmaker anyway? Historically, a Kingmaker would use their influence to bring leaders to the throne. Today, and in our world that means bringing leaders to power through insight and influence. Who do we work with? Anyone working with insight to make decisions.

Our specific clients include
Insight Leaders (agency and brand owners)
Your team is bright but overloaded. You’ve got data, maybe too much, but need sharper thinking, better storylines, and a partner who can help you see the signal in the noise.
Brand Owners (independent and corporate)
We teach big brands to act with agility and small brands to think with ambition. You’re sensing change but unsure how to respond. You want to lead from clarity, not chaos, and need a partner who can reframe what’s possible.
Agencies and Collaborators
You’re brilliant but buried. The deadline looms. The project’s messy. You need a senior brain who plugs in fast and makes your work shine.

Our signature services include

Insight driven Brand Strategy
Our philosophy on brands is VERY clear.
Brand led growth is the only sustainable form of growth. There we said what we said
Brand-led growth is the only sustainable growth. A strong brand drives demand upstream, creating trust and interest before sales engage. It filters out the wrong clients early, builds consistency at scale, and makes every conversation faster and sharper.
Creative Integrity Testing
From early territory work to tactical refinement, we nurture ideas rather than kill them. With 20 years in creative development and a grounding in psychology and behavioural science, our approach is both robust and human.
Customer Trust not CX. Customer trust architecture
Brands win or die on trust. We explore, evaluate, and design for trust, not surface-level “CX.” We build customer journeys around trust as the foundation of sustainable growth.
Emerging Markets Expertise
Global brands and NGOs often misstep in Africa and developing markets by underestimating human nuance. With work across 30+ markets, from family planning to financial inclusion, we combine cultural fluency and psychology to ensure research translates into strategies that resonate.

After two decades in big corporate, we built our own independent studio to make insights accessible, human, and, let’s be honest, a lot more fun.

The Kingmakers

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