Knowledge Factory is a customer and market insight services company and a division within the Primedia group. The company identifies and maps relevant demographics and behaviours to measurable micro-markets creating an evidence-based understanding of consumers across various market segments in South Africa.
Knowledge Factory's core business is providing customer and market insight to its clients thereby empowering them to make informed decisions on their customers, markets and channels. This insight is gleaned through the use of detailed data mining, analytical and statistical modelling procedures applied to information sets internal to Knowledge Factory's clients, overlayed with external information sets assimilated by Knowledge Factory.
Insights are based on scientific findings generated through the results of the interrogation of data and are all actionable, i.e. information is converted into knowledge which can be acted on.
Knowledge Factory has been in existence for approximately 15 years and its analytics team has in excess of 100 years cumulative experience in the field of data analysis.
