In Africa, measuring campaign impact has always been a challenge. Out-of-home ads, TV spots, brand perception shifts - agencies have been flying blind. But what if you could justify every shilling spent with concrete data? We sat down with Chloé Rochet, Account Director at Havas Côte d'Ivoire, to learn how LOOKA is changing the game for market research across the continent. Here is what she had to say:

Can you tell us a bit about your company and your role at Havas?

Havas Côte d'Ivoire is a 360 communication agency that operates across a large part of the African continent. Our mission is to help our international, pan-African, and local clients develop relevant communication strategies. As an Account Director, I am responsible for overseeing these campaigns and ensuring they meet their objectives.

How has the collaboration with LOOKA changed your approach to research?

Thanks to LOOKA, we have been able to position ourselves differently and offer this new service to our clients. It allows us to validate our actions and justify the effectiveness of our media placements with concrete data. It is a real lever that can advance our sector by encouraging a new creative approach. We are extremely satisfied with our collaboration. LOOKA is very responsive and the results of the study we conducted together were clear. One of our clients was so satisfied that they have already ordered another study, which attests to the quality of your work. 

How important are research and consumer insights to your business, particularly in marketing?

Research is absolutely fundamental for us. It forms the basis of all our strategic thinking. On one hand, it provides us with the necessary data to deeply study consumers, analyze the market, and competition. This allows us to develop precise and relevant communication plans for our clients. 

On the other hand, research is crucial for the evaluation of our campaigns. In Africa, we are often confronted with a lack of data. The tools at our disposal do not always allow us to evaluate the real impact of certain campaigns, such as out-of-home advertising or the effect of a TV spot on brand perception. These studies offer us a way to measure the impact before and after a campaign , to understand if the message was well received and if it had a positive effect on the audience. They also allow us to seek information from people that traditional and digital media cannot reach.

What do you think is the main return on investment of this collaboration?

I would say the main return on investment is saving time, that is certain. Secondly, this collaboration allows us to consolidate our service offering compared to our usual services. But above all, it gives us a solid justification for bringing the client back. If we can show them that the investment in a campaign significantly increased their consumers' purchase intent , this data justifies the effectiveness of our media placements and convinces them to reinvest. 

 In the study we conducted, we discovered a multitude of elements. Some were expected, but others were completely surprising. It was very interesting to be able to break our own preconceptions and get authentic feedback from the field.

If you had to recommend LOOKA to another agency, how would you do it?

I would recommend LOOKA without hesitation. I would highlight your professionalism, your speed, and your adaptability. Furthermore, I would emphasize the honesty of your pricing. This is a major asset that allows us to be more competitive in the market and offer quality studies that don't scare clients away.

As African markets continue to evolve, one thing has become clear: data-driven decision-making is no longer optional, it's essential. Since partnering with LOOKA, Havas Côte d'Ivoire has validated campaign strategies, justified media investments with concrete data, and secured repeat business from satisfied clients. The impact was immediate, the first study was so compelling that the client commissioned a second one on the spot. This shows a pivotal shift for the continent's advertising industry, that is, a new era of accountability, strategic precision, and research that actually reflects African realities.

Interested in strengthening your agency's research capabilities? Learn more about LOOKA.