The Research Challenge Across Two Markets
Entering new markets requires more than intent — it requires reliable data. When our client set their sights on Kenya and Burkina Faso for B2B outreach, they quickly ran into a familiar problem: the contact data available through generic databases was either outdated, inconsistent, or far too broad to drive focused marketing efforts.
The two countries presented distinct challenges. Kenya has a relatively active digital business ecosystem, but data quality varied widely depending on industry and company size. Burkina Faso posed a different set of obstacles, with fewer centralized digital registries and a more fragmented business information landscape. A single research approach would not work across both markets.
How We Structured the Research Process
Helion360 approached this as a two-track research project, treating each market according to its own sourcing reality. For Kenya, our team worked through official company registries, business websites, LinkedIn profiles, and industry directories, cross-referencing each data point across multiple sources before accepting it as verified. For Burkina Faso, we leaned on government trade databases, regional sector associations, and locally relevant business networks where digital records were thinner.
The verification standard was consistent across both markets. Every contact record needed confirmation from at least two independent sources. Where sources disagreed — on an address, a phone number, or a contact name — we documented the discrepancy clearly rather than making assumptions. This gave the client full visibility into the reliability of every record in the final dataset.
What the Deliverable Looked Like
The final database was structured, clean, and annotation-rich. Each record included company name, physical address, phone number, email address, source references, and a confidence notation. Flagged discrepancies were presented with context, giving the client's team the information they needed to decide how to handle each case.
Beyond the data itself, we handed over a documented methodology — one the client could apply to future market research in other African regions. The work Helion360 delivered was not just a one-time asset but a replicable process.
Working With Helion360
If your team is preparing to enter new markets and needs contact research that holds up under real-world use, Helion360 is ready to take that on. We work methodically, document what we find, and deliver research you can actually build a campaign on.