Our Vision
To be Africa’s most trusted research partner, delivering insights that inspire progress, inclusion, and sustainability.
Our Mission
To transform data into actionable intelligence that empowers businesses, governments, and communities to make informed decisions, shape policy, and create lasting impact.
Our Core VALUEs
We are guided by integrity, driven by excellence, committed to inclusion, powered by innovation, and focused on creating meaningful impact through evidence-based research.
Who We Are
IWR a hub where ideas transform into best impact and insights that shape our tomorrow
Founded in 2014, IWR was born from a vision to bridge knowledge gaps and power decision-making with data-driven insights. Our journey gained momentum when we partnered with CIO East Africa (now Dx5), the leading voice in ICT research and information across the region. This collaboration ignited our Pan-African mission: to deliver bespoke, high-quality research and information solutions that fuel growth in emerging economies.
What we Do
Business Minds
who specialize in Research
At IWR, we don’t just collect data – we decode realities, amplify voices, and co-create solutions. From market research and social research to data analytics, translation, and transcription services, we empower businesses, governments, and organizations to make informed decisions that matter.
With a team of 20 permanent experts and over 300 highly trained field researchers, our strength lies in blending global standards with local intelligence. We’ve built networks and partnerships across 25+ countries, giving our clients unique insights rooted in authentic community perspectives.
Our Specialty
We unearth the stories, motivations and truths behind numbers
Our expertise spans both qualitative and quantitative research methods, ensuring a well-rounded approach to uncovering human behavior and market dynamics.
Qualitative Research: Focus Group Discussions (FGDs), In-Depth Interviews (IDIs), and Key Informant Interviews (KIIs) that capture nuanced perspectives and lived experiences.
Quantitative Research: Central Location Testing (CLT), Computer-Assisted Personal and Telephone Interviewing (CAPI & CATI), face-to-face surveys, online data collection (CAWI), and pen-and-paper methods – each adapted to meet diverse client and community needs.
things we’re great at
We specialize in a wide range of critical themes including:
Agriculture & Food Security
We conduct in-depth research across agricultural value chains to support food security, climate resilience, and sustainable livelihoods. Our insights help governments, development partners, and agribusinesses design interventions that
empower farmers, improve productivity, and strengthen market access across Africa.
Health, Nutrition & Public Health
Our research supports informed decision-making in health and nutrition by uncovering behaviors, barriers, and service gaps. From maternal and child health to nutrition and public health systems, we generate evidence that strengthens programs, improves outcomes, and saves lives.
Gender & Gender-Based Violence
We conduct sensitive, ethical research that informs gender-responsive policies and GBV prevention efforts. By centering lived experiences and community perspectives, our work supports advocacy, service delivery, and programs that promote dignity, protection, and equality.
Conflict, Security & Humanitarian Aid
In fragile and conflict-affected contexts, our research provides critical evidence to inform humanitarian action and security strategies. We support needs assessments, monitoring, and evaluations that help organizations respond effectively and protect vulnerable populations.
ICT, Big Data & Analytics
We explore the intersection of technology, data, and society to understand digital adoption, access, and impact. Through ICT research and advanced analytics, we help organizations leverage data and innovation to drive digital transformation and informed decision-making.
Education & Youth Employment
Our studies examine education systems, skills development, and labor market transitions. We generate insights that support policies and programs aimed at improving learning outcomes, employability, and youth participation in growing economies.
Water, Sanitation & Hygiene (WASH)
We deliver research that informs sustainable WASH programming and policy. By understanding community behaviors, infrastructure gaps, and service delivery challenges, we support interventions that improve health, dignity, and environmental resilience.
Financial Inclusion, Policy & Strategy
Our research supports financial inclusion by examining access, usage, and barriers to financial services. We help policymakers, financial institutions, and development partners design strategies that promote equitable access, consumer protection, and economic empowerment.
The Team
With a team of 20 permanent experts and over 300 highly trained field researchers, our strength lies in blending global standards with local intelligence. We’ve built networks and partnerships across 25+ countries, giving our clients unique insights rooted in authentic community perspectives.
Samuel Maina Gicharu
Founder & Research Director
Karinge Mwangi
Senior Analyst
Pauline Njeri
Senior Field Coordinator
Alvine Chrisphine Ouko
Senior Research Executive
Zelipha Nyambura
HR & Admin
Tonny Onyango
Research Executive
Agnes Irungu
Data Collection Lead
Najma Sahal
Team Lead
Client Testimonials
Don’t take our word for it – here’s what our clients say:
CIO Africa (DX5)
“Insight Wells Research consistently delivers high-quality, insightful research that informs strategic decision-making. Their deep understanding of African markets, combined with rigorous methodology and professionalism, makes them a trusted partner for data-driven innovation.”
Sun King
“Working with Insight Wells Research has provided us with clear, actionable market insights that directly support our growth strategy. Their field execution, data quality, and analytical depth across diverse markets are truly exceptional.”
Naivas
“Insight Wells Research brings clarity to complex consumer and retail dynamics. Their ability to translate data into practical recommendations has helped us better understand our customers and strengthen our market positioning.”
Invest in Africa
“Insight Wells Research has been a reliable research partner, delivering evidence-based insights that support inclusive economic development. Their commitment to quality, ethics, and impact makes them a valuable ally in advancing private sector growth.”
Strategic Solutions
Brand Direction & Advisory
Brand Strategy & Positioning
Creative Testing & Optimization
Media Performance & Effectiveness
Innovation & Product Development
Customer Experience & Engagement
Research Services & Survey Solutions
Qualitative Research
Strategic Consulting Practice
Sustainability & Impact
Consumer & Shopper Behavior
Ethics & Data Protection
Upholding the Highest Standards of Research Integrity and Data Privacy
At Insight Wells, ethical conduct and responsible data management are foundational to everything we do. We recognise that trust—between researchers, participants, clients, and stakeholders—is essential to credible research and meaningful
impact. Our commitment to ethics and data protection ensures that all research activities are conducted with integrity, transparency, and accountability across African contexts.
Our Ethical Framework
We adhere to internationally and locally recognised professional research standards. Our work is conducted in line with the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, which sets global benchmarks for ethical research practice. We also comply with applicable local professional guidelines, including those of the Marketing and Social Research Association (MSRA).
These standards guide all phases of our research, including:
- Study design and methodology selection
- Recruitment and engagement of research participants
- Data collection, analysis, and reporting
- Use and communication of research findings
Our ethical framework prioritises:
- Informed and voluntary participation
- Confidentiality and anonymity of respondents
- Transparency in research purpose and use of data
- Protection of vulnerable populations
- Avoidance of harm, coercion, or misrepresentation
All field teams and research staff are trained to apply these principles consistently across projects.
Safeguarding Research Participants
We place people at the centre of our research. Participants are clearly informed about the purpose of the study, how their data will be used, and their right to decline or withdraw participation at any stage without consequence.
Special safeguards are applied when conducting research on sensitive topics or with vulnerable groups to ensure dignity, safety, and respect.
Our Commitment
We are committed to conducting research that is ethical, lawful, respectful, and trustworthy. By upholding the highest standards of professional conduct and data protection, we protect research participants, support our clients’ compliance needs, and ensure the credibility of the insights we deliver.
Data Protection & Privacy Compliance
We are fully compliant with applicable data protection and privacy regulations, including the General Data Protection Regulation (GDPR) and the Kenya Data Protection Act. We apply strict data governance practices to ensure that personal data is handled lawfully, securely, and responsibly.
Our data protection measures include:
- Data minimisation and purpose limitation
- Secure data storage and controlled access
- Encryption and secure data transfer protocols
- Clear data retention and disposal policies
- Restricted use of personal data for agreed research purposes only
We ensure that client and participant data is protected against unauthorised access, misuse, or disclosure throughout the research lifecycle.
Responsible Use of Technology and AI
Where digital tools, analytics, or AI-enabled systems are used, they are applied responsibly and under human oversight. We take active steps to minimise bias, ensure transparency, and maintain accountability in technology-assisted research and analysis.
Accountability and Continuous Improvement
Ethical compliance and data protection are embedded within our quality assurance processes. We regularly review our practices to ensure alignment with evolving regulations, professional standards, and best practices in market and social research.