IAL Blog

Did Big Data Predict the Kenya Elections? The correlation between online searches and offline behaviour

By William Dekker The Kenya General Election 2017 provided an opportunity to demonstrate that technology – in the prospect of big data – can be used to harness events in the human brain so as to make real life predictions. By the simplest definition, an election is a mass decision making process of choosing (people […]

Rethinking Media Strategy

By Joy Muruku Impact Africa’s approach to communication strategy is strongly founded on research. As such, various forms of studies among them analysis of media content forms a critical part of all our assignments. On several occasions, my colleagues and I have presented reports to our veteran manager and were particularly excited when we found […]