Africa’s markets are full of opportunity. But are you asking the right questions?
Insight is the edge. We help you find it.
Our Story
Born from a Need to See Beneath the Surface
Open Squares Africa was founded to solve a critical problem: too many businesses were failing in African markets—not because their products lacked quality, but because they misunderstood the people they were trying to reach.
With decades of experience operating across the continent, we saw companies rely on surface-level insights and global assumptions. But Africa doesn’t reward assumptions. It rewards understanding.
Our work began with a desire to decode the African consumer—to go beyond the numbers and into the cultural, emotional, and behavioural drivers that shape how people engage with brands.
That perspective was explored in depth by our founder, Feyi Olubodun, in The Villager: How Africans Consume Brands—a widely referenced guide to understanding the African consumer at a deeper level.
Today, that same thinking drives everything we do: helping brands connect, embed, and grow in the real lives of African consumers.
Our People
We are African market specialists, united by a common goal: helping businesses not just enter the African market but thrive within it.
Our Vision
Shaping a Future Where Businesses and African Consumers Thrive Together
We see a future where businesses, both global and African, thrive by truly understanding and serving the African consumer. We envision a continent where brands are not just present but become part of the daily lives of the people. Open Squares is committed to leading this transformation—empowering businesses to win and grow in Africa for generations to come.
Our Roots
Proudly African, Deeply Connected to the Markets We Serve
Proudly based in Africa, we are embedded in the markets we serve. Our work is shaped by on-the-ground experience and a deep appreciation for the nuances of Africa’s diverse consumer landscape. We don’t just analyze from a distance; we live it every day.
To reach the African consumer, you must first understand the African context.
Africa is the future. Businesses that understand its consumers and become part of their lives will lead tomorrow. At Open Squares, we are proud to guide brands toward that future.
— Feyi Olubodun, Founder & CEO
Ready to Lead in Africa?
Book a free consultation today and take the first step toward market leadership.