COMPANY
PROFILE
PO Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, Email: jane.mugo@pars.co.ke: www.pars.co.ke
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MISSION STATEMENT
Pan African Research Services’ first responsibility is to the client. The
success of Pan African Research Services (PARS) is measured by the
manner in which we meet our responsibility to our client and the people
with whom we do business with. Giving independent and professional
feedback is a major part of that responsibility.
We at PARS Endeavour to take time to understand our clients research
needs by listening to them. We then design a survey to meet those
needs.
At PARS we define progress as being more responsive to those who
place their trust in us, our client. Our Vision is:
“to be a market leader in the provision of quality research
information in Africa”
We intend to achieve this through establishing a long term partnership
with clients in order to understand their needs. We are committed to
providing information solutions that will enable timely decision making
by clients. Our Mission is therefore:
“to provide clients with actionable and strategic information to aid
informed and timely decision making”
We approach every aspect of our work with the highest sense of
commitment, honesty and integrity.
We are committed to providing timely and actionable information that
answers our client’s research queries and concerns.
P O Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, 3546307, Email: info@pars.co.ke: www.pars.co.ke
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OPERATIONS
Pan African Research Services specialises in full research consultancy
services, including survey design, data collection, data analysis and
reporting of findings. We also offer any part of research services for
those companies that do not need the whole research process.
What sets us apart from other research agencies is our desire to provide
more than just research data. We endeavour to interpret findings and
add value through observations and suggestions. We are committed to
working with our clients to improve their ability to make informed
timely decisions.
We monitor the research process continually to ensure our quality
standards are adhered to. Our standard quality checks are:
 100% of questionnaires are checked for logic and completeness
 20% of fieldwork accompanied by a supervisor
 20% of fieldwork back checked by a supervisor
 A double-entry data capture system that assures 100% accuracy in
data entry
Our senior staff are members of the European Society of Market
Research (ESOMAR) and are bound by the worldwide code for research
practitioners. They are also members of the local Marketing and Social
Research Association (MSRA) and ensure that the code of research ethics
is observed by all staff within the organisation.
As the name suggests, Pan African Research Services operates
throughout the African continent and has local field forces in every
country it operates. However, the design and analysis work is conducted
in our head office, located in Nairobi, Kenya.
P O Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, 3546307, Email: info@pars.co.ke: www.pars.co.ke
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METHODS
Pan African Research Services (PARS) mainly conducts primary
research but where necessary PARS is able to source for secondary
information. The methods that we use for data collection include:
DESK RESEARCH
This involves collecting secondary information. This data collection
method assumes at the outset that information already exists in a readily
available form. Sources of data could include government or NGO
published statistics, import/export figures, sales records and accounting
records.
QUALITATIVE RESEARCH
Qualitative research is exploratory and interpretative rather than
descriptive and works with relatively small numbers of people. It does not
use structured questionnaires and findings cannot be analysed
statistically. It deals with less tangible and measurable topics and allows
for close examination of motives, perceptions, beliefs and attitudes. Data
is collected through
 FOCUS GROUP DISCUSSIONS
 MINI-GROUPS
 IN-DEPTH INTERVIEWS
 OBSERVATIONS
QUANTITATIVE RESEARCH
Quantitative research involves interviewing a large numbers of people,
using a structured questionnaire. The results are analysed using statistical
techniques and therefore are numeric in nature. With proper sampling,
the results can then be projected to the population as a whole. Data can
be collected in a number of ways including:
 FACE TO FACE
 TELEPHONE
 SELF COMPLETION
P O Box 66765, 00800, NAIROBI, Kenya
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RESEARCH PRODUCTS
Pan-African Research Services specialises in developing custom made
solutions to address specific questions facing clients, as such it does
not offer off the self information. Some of the most commonly used
surveys that we conduct include:
MARKET EXPLORATION
This type of survey explores potential gaps and opportunities in a
marketplace.
Qualitative research method is mainly used in market
exploration.
MARKET DEFINITION
This type of study seeks to measure opportunities and gaps in a
marketplace. Therefore quantitative research is used and the result is
measurable data.
CUSTOMER SATISFACTION
In an increasingly competitive world, customer satisfaction is key to
building customer loyalty and sales growth. This type of study establishes
satisfaction levels and tracks changes over time.
HUMAN RESOURCE AND WORK ENVIRONMENT
Staff are the backbone of any organisation and are regarded as internal
customers. Maintaining a qualified, satisfied and motivated work-force is
crucial to the survival of the organisation. Staff attitudes can establish how
employees feel about work and related issues and help track changes.
P O Box 66765, 00800, NAIROBI, Kenya
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HABITS, USAGE AND ATTITUDES ((U&A or H&A)
As the name suggests, this quantitative study looks at the habits of
consumers, measuring usage and attitudes towards particular products or
services. Such studies are the mainstay of many fast moving consumer
goods (FMCG) manufacturing companies’ research efforts
IMAGE & EQUITY
These qualitative explorations look at how a product, service or an
organisation is perceived by users and the public at large.
ADVERTISING TEST
This type of study evaluates reactions to advertising campaigns. These may
be print, press or electronic and tests can be conducted both pre and post
production stages.
PACK/PRODUCT TESTS
Data for such tests can be collected either qualitatively or quantitatively
depending on the stage of development of the product or package. Such
tests can evaluate the acceptability of products or packaging providing
valuable information to help fine-tune the final offering. They can also
help select between different prototypes
SOCIAL RESEARCH AND SURVEYS
This type of work evaluates the performance of projects. It is necessitated
by the enormous amount of work done by NGO’s. Baseline surveys are
often done to collect basic information about the introduction of particular
community services or projects.
MONITORING AND EVALUATION
This type of work involves benchmarking and monitoring projects to
establish whether the set objectives are met. During the project life, the
progress is monitored and evaluation done at midterm or at its completion
as a terminal evaluation.
P O Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, 3546307, Email: info@pars.co.ke: www.pars.co.ke
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STAFF
Managing Director
JANE MUGO
JM holds a MBA, a degree in Economics majoring in
Statistics, a Diploma in Marketing and a Higher Diploma
in Business Management.
She has a wealth of
experience in both qualitative and quantitative research
having worked in market research for over 22 years. JM
started her market research career at Marketing
Support Services where she rose from the position of
Research Executive to that of Research Manager. When
the research wing of the company became independent
and was named Research & Advisory Services, she was
appointed the General Manager.
Immediately before joining Pan African Research Services, JM worked as
Research Director and a member of the Board of directors at Research
Solutions.
JM has handled work for many clients in the FMCG, service, NGO and
manufacturing industries. She is a member of MSRA (Marketing & Social
Research Association), ESOMAR (European Society of Market Research),
PAMRO (Pan African Media Research Organisation) and the Marketing
Society of Kenya.
RESEARCH CONSULTANT
PROF. MARION MUTUGI
Marion holds a PhD from the University of Edinburgh, Scotland and has
26 years of experience in Research and Training. Marion is technically
proficient, detail oriented and accurate. She is an analytical troubleshooter with demonstrated ability to identify problems and implement
solutions. Marion has worked for ten years in senior management
position in public and private sector and is a team leader with excellent
P O Box 66765, 00800, NAIROBI, Kenya
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interpersonal and communication skills. She has extensive background
working with multidisciplinary, multicultural training, scientific and
research teams nationally, regionally and internationally in varied public
health areas such as HIV/AIDS and parasitology.
RESEARCH MANAGER
SUSAN KAHINGA
As Research Manager, Susan has over four years work experience in
both market and social research. A holder of a Bachelors degree in
Psychology and a Masters degree in Gender and Development Studies,
she is experienced in both qualitative and quantitative research. Susan
has eight years of experience in the education sector. She has also
certification in HIV/TB/AIDS/MALARIA management, Project Planning
and Management and a Diploma in Industrial Psychology. Prior to
joining Pan African Research Services, Susan had worked at Research
Solutions as a Research Executive and at Bon Sante Consulting as a
Research Assistant. Susan is a full member of African Women
Development Network (FEMNET).
RESEARCH EXECUTIVE
ELIZABETH NJOKI
Elizabeth is a social science researcher with 15 plus years experience in
research, project management, documentation and dissemination of
findings within diverse multicultural organizations. She holds a BA
degree in political science and literature and is currently an MA student
in Gender and Development Studies at the University of Nairobi. She has
worked in various reputable research companies including NGOs which
deal with HIV and AIDS and gender mainstreaming.
Elizabeth has over 15 years experience in the management of research
projects which include qualitative and quantitative research from the
conceptualisation of the project, design of research protocols through
budgeting to implementation and dissemination of findings. She has
built a wealth of experience in Community Development Initiatives
ranging from community mobilization and community empowerment
initiatives to information, education, and communication. Elizabeth has
P O Box 66765, 00800, NAIROBI, Kenya
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over four years’ experience in the application and use of data analysis
tools like SPSS and NVIVO 10.
RESEARCH EXECUTIVE
VICTOR KABIRI
A graduate in Bachelor of Arts, Victor has worked in the research
industry over the last 3 years and has a wealth of experience in both
market and social research and in qualitative and quantitative research
methodologies. Before joining PARS, Victor worked at TNS - RMS in the
position of Field Supervisor. He joined Pan African Research Services Ltd
as a Research Trainee and is currently a Research Executive in the
company.
Victor has handled projects in Kenya, Uganda and South Sudan.
DATA PROCESSING MANAGER
VICTOR OTWEYO
Victor is responsible for Data entry, cleaning and analysis. He has
worked in market research over the last nine (9) years and has been
involved in data processing & analysis on various projects which vary in
requirements.
Victor is an Information Technology specialist with particular strengths
in statistical computer applications for collection, collation and analysis
of data. To get valid inferences and extrapolations of information
gathered, Victor regularly utilises packages such as SPSS, ACCESS and
QPS according to the particular project needs.
FIELD COORDINATOR
LUCY MUNYI
A graduate in Bachelor of Arts degree, Lucy has worked in the research
industry over the last 8 years. Lucy has experience in both market and
social research using both qualitative and quantitative research.
P O Box 66765, 00800, NAIROBI, Kenya
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Lucy worked as a Field Supervisor at Synovate Group of Companies,
Research and Marketing Services (EA) Ltd and Research Solutions Ltd
before joining Pan African Research Services as Field Coordinator
FIELD SUPERVISOR
LUKE MWANIKI
Luke holds a diploma in business management and has Market Research
experience spanning over 6 years. He started his research career as a field
interviewer and was later promoted to a field team leader and finally to a
field supervisor.
CLIENTS
While working for different firms, the staff of PARS has handled different
types of projects for many clients. Examples of some of research they
have been involved include the following:
CUSTOMER SATISFACTION & PERCEPTION STUDIES
The study uses a customer satisfaction model called MOSTER (Monitoring
Satisfaction To Ensure Retention). It is a systematic method of delighting
customers. The model establishes among other things the gaps between
customer service expectations and customer satisfaction indices.
Some of the clients that have benefited from Customer Satisfaction Surveys
include:
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The Mater Hospital
National Council of Persons With Disabilities
Centenary Bank Uganda
Consolidated Bank
Faulu Kenya
Zain International (now Airtel) [Quarterly Tracking]
Kenol/Kobil
Air Tanzania
Nairobi Hospital
Barclays Bank
Safaricom
P O Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, 3546307, Email: info@pars.co.ke: www.pars.co.ke
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Pesa Point
Akamba Bus Service
Kenya Power & Lighting Company (KPLC)
Kenya Electricity Generating Company (KenGen)
Total Kenya Ltd
Kenol/Kobil
Kenya Literature Bureau
Total Kenya
Perception surveys conducted also include customer’s perception of the
corruption levels in an organisation. This follows the inclusion of the
“Corruption Eradicator” in the performance contracts of government organs.
PARS has carried out Corruption Perception Surveys for clients such as:
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Kenyatta International Conference Centre (KICC)
Kenya Sisal Board
MYSTERY SHOPPING
This study measures service delivery by employees. Mystery shopping is based
on actual observation and is not affected by surrounding issues such as the
customers’ state of mind. Some of the Mystery Shopping studies that the staff
has been involved in include:
 Zain Zambia (Quarterly Study)
 Total Kenya (Mystery Motorist)
 AAR Kenya/Uganda/Tanzania
 The Mater Hospital
 Consolidated Bank
 Faulu Kenya
 Centenary Bank Uganda
EMPLOYEE SATISFACTION & WORK ENVIRONMENT SURVEYS
Qualitative research is usually conducted to establish the staff satisfaction
attributes. The findings of the qualitative study are then used to design the
questionnaire for quantitative research.
The study enables organizations to come up with ways of improving staff
motivation by enhancing key issues that are attributed to work environment
e.g. communication, training, tools of work, relationship with immediate
supervisor, feeling of ownership of the organisation, etc. Our staff have been
involved in Employees Satisfaction Surveys conducted for these clients:
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National Council of Persons With Disabilities
Export Promotion Council (EPC)
Kenya Power & Lighting Company
P O Box 66765, 00800, NAIROBI, Kenya
Tel: +254 20 8331130/1, 3546307, Email: info@pars.co.ke: www.pars.co.ke
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Kenya Electricity Generating Company (KenGen)
Kenya Data Networks
Coastal Development Authority
Kenya Literature Bureau
Jomo Kenyatta Foundation
Serena Hotels
NIC Bank
Nairobi Hospital
MARKET EXPLORATION/DEFINITION
The study aims at identifying the existing market gap and coming up with
strategies to either enter/penetrate the market or increase sales. Organisations
that have conducted this kind of survey include:
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Fletcher Building Roofing Tile Group (RTG) - Tanzania
Fletcher Building Roofing Tile Group (RTG) - Kenya
East African Glassware Company (Luminarc)
International Bible Society
Nature Kenya
Tanzania Cigarette Company (Iceberg)
Kenya Broadcasting Corporation
Airtel (Zain) Zambia
Aventis Pasteur
Industrial Development Bank
Steers Fast Foods Restaurant
BRAND HEALTH/EQUITY
A brand is a set of images and associations linked with a product or an
organization which distinguishes from others, creates specific customer
expectations and promote some behavioral orientation (to buy or to avoid).
For this type of study, we use the Metriquity model, which looks at five
elements: brand performance, brand value, social image, trust and
commitment. Our staff have been involved in Brand Health/Equity research for
the following organisations:
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Mabati Rolling Mills
National Bank of Malawi
National Bank of Kenya
Tanzania Cigarette Company
Kenol/Kobil
Kenya Electricity Generating Company (KenGen)
Kenya Data Networks (KDN)
P O Box 66765, 00800, NAIROBI, Kenya
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PACK/ PRODUCT/AD TEST
The objective of this study is to get the customer feelings on new
products/packs and advertisement in order to develop or improve a
product/advertisement before launching it into the market:
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Old Mutual Securities
Colgate Palmolive ( Toothbrush)
Colgate Palmolive (Protex)
Carlton Products
Japan Tobacco International
ETHNOGRAPHIC STUDIES
The study aims at observing, understanding and identifying different lifestyles
and their effect on choice of product/purchase behaviour in order to develop
products that suit different categories of people with different characteristics.
The projects that some of our staff have had experience with include:
 Housing Finance
 Nokia (Lifestyles)
 Nokia (Made for Me)
USAGE & ATTITUDE STUDIES / FEASIBILITY STUDIES
The objectives of these studies are to establish the awareness level, frequency
of usage and to check the perceptions of the brands. Knowledge of the
perception helps in designing a compelling message to inform and educate the
customers. The other objective of the survey was to establish the market
share.
The surveys are able to come up with a SWOT (Strength, Weaknesses,
Opportunities and Threats) analysis that provided a key input to strategic
planning.
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Colgate Palmolive Kenya Ltd
East African Breweries Ltd
Japan Tobacco International /Tanzania Cigarette company
Zain (Celtel) Congo Brazzaville
Other U&A studies
Apart from the above organizations, some of our staff have also been involved
in Usage & Attitudes studies for:
 Uniliver – on Royco and Lady Gay lotion
 BAT – on Embassy and Sportsman
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Kenya Bible Society
Kenya Broadcasting Corporation
Mediae – this was conducted in Southern Sudan
Industrial Development Bank
PRICING STUDIES
We use three different price sensitivity models in conducting pricing studies.
These include:
 Brand Price Trade off (BPTO): This establishes the price sensitivity of
demand among competing products
 Van Westendolp (Price Sensitivity Meter): Helps establish the range of
acceptable prices for a product or service
 Gabor Granger: Helps to assess various demand levels at different
prices thus determining the optimum pricing point.
The clients that some of our staff have experience working for include:
 Zain Gabon
 Zain Burkina Faso
 Zain Niger
 BAT Kenya
RETAIL CENSUS
Some of our staff have experience in conducting Retail census in 14 countries
in Africa. The main objective of this study is to determine the population of
retail outlets in the major towns. The secondary objective was to establish
distribution gaps in the trade with the aim of enhance product/service
presence in areas that have high potential.
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Zain International
2005 & 2007
MEDIA RESEARCH
Some of our staff have been involved in media Research for the following
organisations:
 Common Ground (the research was conducted in Kenya, Somalia, Rwanda,
Burundi, DRC, Central Africa Republic, Ivory Coast, Sierra Leone and Burkina
Faso)
 UNICEF and Mediae (targeted youth and women in Somalia and Southern
Sudan)
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 Kenya Association of Professional Counsellors (looked at the attitudes
towards HIV AIDS, human rights versus cultural values and expectations from
the society).
SOCIAL RESEARCH
 RESTIO Energy/GVEP
End Term Evaluation for the Developing Energy Entrepreneurship Program East
Africa (DEEP EA)
 GIZ/Moi Teaching & Referral Hospital (MTRH)
A baseline Survey on Training Needs Assessment for Nurses and Nursing
students at MTRH
 TechnoServe (TNS) Project Nurture
A Market Assessment aimed at establishing the size of the fresh fruit market
and to develop estimated growth trends in the market for Project Nurture; a 4year grant (2009-2013) Coca-Cola to demonstrate the ability of smallholder
farmers in Kenya and Rwanda
 ACDI/VOCA – KMDP II
An evaluation of the Kenya Maize Development Program II (KMDP) by
ACDI/VOCA in consortium with three grantees; the Cereal Growers Association
(CGA), Farm Input Promotions (FIPS)-Africa, and the Kenya Agricultural
Commodity Exchange (KACE) and funded by USAID.
 Population Services International (PSI)
Data entry & analysis for Act Watch Programme evaluation in Kenya, Uganda,
Nigeria and Benin
 TechnoServe (TNS) STRYDE
A baseline evaluation survey which was aimed at providing information that
would guide the implementation of the STRYDE (Strengthening Rural Youth
Development through Enterprise) Programme by providing a profile of the
youth participants and benchmark for midline and endline programme
evaluations.
 World Vision South Sudan (WFTR Project)
An End of project evaluation for Warrap Family Tracing and Reunification
(WFTR), aimed at assessing the overall effects of the project on the
communities in Gogrial West, Gogrial East, Tonj North, Tonj South, and Tonj
East counties of Warrap State.
 World Vision South Sudan (CAWSS Project)
An End of project evaluation for Children Affected by War in South Sudan
(CAWSS) project, aimed at finding out the successes and limitations of the
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project in achieving the predefined goal, which was to contribute to the
recovery and reintegration of war affected children in Gogrial West and Gogrial
East Counties of Warrap State, South Sudan.
 World Vision Somalia
A baseline Survey for the ‘Strengthening Livelihoods through beekeeping’
Programme by World Vision Somalia. The programme aimed at strengthening
the livelihood of the rural poor in Tiyeglow district of the Bakool region of
Somalia.
 World Vision Somalia
A Market Situation Analysis to evaluate the supply chain and to look at the
demand aspect of beehive products in Tiyeglow district of the Bakool region of
Somalia.
 International Labour Organization (ILO)
Data Collection on Interventions Assisting Youth in Kenya
 Global Village Energy Partnership International-GVEP International
An impact assessment of the GVEP Mentoring Program in Kenya, Uganda and
Tanzania.
 Undugu Society of Kenya
An impact evaluation of the USK’s Children and Youth programme.
 USAID/DAI.
An impact assessment of the reform road shows carried out in various parts of
Kenya particularly the Rift Valley and Eastern Provinces. The survey was also
used to evaluate and give recommendations on the design of the project.
 USAID/ARD
An impact assessment of training held for procuring entities.
 World Vision Kenya
A market survey and linkages under Mwala Food security project. The main
aim of the study was to evaluate the viable options on food security
interventions that the Farmer Field Schools (FFS’s) can engage in crop
production and animal production. Secondly, the survey was to establish
linkages between FFS’s and market/outlets for the produce.
 World Health Organization (WHO) and Ministry of Health
A baseline survey was conducted in 2002. Thereafter, annual Monitoring and
Evaluation studies were conducted to track the success of Millennium Goals for
Roll Back Malaria initiatives.
 UNICEF Oxford Policy Management and Ministry of Home Affairs
Targeted at poor Children and orphans living with HIV, the aim of the study
was to measure the success of cash transfer and whether the cash is militating
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against adverse effects of HIV/AIDS on poor families. A baseline survey was
conducted in 2006 and Evaluation is scheduled to take place this year. This
Survey was conducted in Nairobi, Kwale, Kisumu, Homabay, Migori and Suba
Districts.
DFID, Oxford Policy Management and Ministry of Arid and Semi Arid
Lands,
This was Hunger Safety Net Program (HSNP) that lasted for 3-4 years. There
were various components within the programme, but we were involved in the
Monitoring and Evaluation (M&E) component. The aim of M&E was to measure
the success of the programme.
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 African Child Policy Forum
Looks at awareness of Children Rights and whether children feel that their
rights are respected at home, in school and by the society.
 Family Health Option Kenya:
The study aimed at evaluating the impact of the Youth VCT centres in fighting
and managing HIV/AIDS amongst the youth.
PARS
Actionable and Strategic information for
timely decision making”
P O Box 66765, 00800, NAIROBI, Kenya
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