SoundInsights

Human insight. Cultural intelligence. Data that works harder.

SoundInsights is a specialist research and insights business built to help brands, agencies, and media owners make better decisions in a complex South African market.

We combine human understanding, cultural context, and advanced analytics to turn data into insight, and insight into action.

We are proudly part of Kagiso Connect, giving us deep access to real audiences, real media environments, and real-world application.

What We Believe

Insight should not live in reports.
It should shape decisions, sharpen creativity, and prove value.

At SoundInsights, we believe:

• Context matters more than averages
• Culture explains what data alone cannot
• Sound and media are emotional systems, not just channels
• Measurement should be rigorous, ethical, and useful

Our Capabilities

Consumer & Cultural Insight

We uncover how people actually live, choose, and behave- in context.

• Quantitative and qualitative research
• Segmentation, personas, and audience profiling
• Cultural, regional, and behavioural analysis
• Usage & attitudes studies
• Trend, mood, and mindset tracking

Result: Clear understanding of real people- not just demographics.

Media & Audio Intelligence

We specialise in understanding how audio fits into people’s lives — emotionally, culturally, and practically.

• Radio, streaming and podcast behaviour analysis
• Station, show and content evaluation
• Presenter and format testing
• Daypart, mood and usage mapping
• Role-of-audio studies within the media mix

Result: Smarter planning and stronger audio strategy.

Creative & Communication Testing

We help ideas land- and improve them when they don’t.

• Concept and message testing
• Audio, script and copy testing
• Sonic and brand sound evaluation
• Creative diagnostics and optimisation
• Post-campaign learning

Result: Creative that resonates with audiences, not just teams.

Attribution & Effectiveness

We move beyond reach to understand what media actually does.

• Campaign impact and response analysis
• Attribution frameworks for audio and broadcast
• Brand uplift, consideration and intent measurement
• Cross-platform learning

Result: Evidence of effectiveness that stands up in real conversations.

Advanced Audio & Emotion Measurement

We analyse how sound works- without pretending to read people’s minds.

• Sound structure and emotional trajectory analysis
• Live and post-broadcast audio measurement
• Brand–sound alignment and optimisation

Result: A deeper, more precise understanding of why sound works.

Custom Insight Products & Tools

We design insight solutions around real commercial challenges.

• Bespoke research design
• Dashboards and insight tools
• Category-specific insight products
• Ongoing trackers and learning programmes
• Insight-to-strategy workshops

Result: Insight that integrates directly into planning and decision-making.

How We Work

• Human-first: Grounded in lived experience and cultural reality
• Data-led: Methodologically sound and defensible
• Commercially relevant: Built for action
• Collaborative: Embedded with clients and teams
• Local at heart: Deep South African nuance

Who We Work With

We partner with brands, agencies, broadcasters, and content teams across categories including FMCG, automotive, finance, retail, QSR, government, gambling, and media.

Why SoundInsights

Because understanding people is still the hardest-and most valuable- part of the work. SoundInsights turns complexity into clarity, data into meaning, and insight into advantage.

For more information, get in touch with Research and Analytics Manager, Melissa McNally, at melissam@kagisomedia.co.za.