Our latest Roper Need to Know report covers four key markets in Sub-Saharan Africa. In this first of three posts covering some of the major findings from the research we look at the Achiever mindset. From Ghana to Kenya, Nigeria to South Africa, ‘Achiever’ is by far the most predominant value type – especially in Nigeria, where this group represents 61% of consumers. By comparison, in the UK and USA only 13% of the population fall into this category. Achievers are....

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