Periodic Research Briefing
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Field Notes, research observations, and empirical discoveries from our active work studying how African consumers choose, eliminate, and pay.
Recent Memo Excerpt: Dispatch #09
ARCHIVED MEMOMEMO EXCERPTOCTOBER 2026OBSERVATION LOG #33
“Why Computer Village buyers touch the display hinge before asking about specs.”
When observing customers evaluating pre-owned laptops in Ikeja, 82% of prospective buyers perform a tactile stress-test on the physical screen hinge and palm-rest casing before asking the vendor whether the processor is Core i7 or M1.
The merchant interprets this as casual fidgeting. In customer debriefs, buyers explain: “If the hinge is loose, the machine has been opened or dropped, meaning internal motherboard repairs were done. The specs don't matter if the board has been cooked.”
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