ABOUT NDINYA
Researching what happens before the decision
I’m Ndinya Martha, founder of Ndinya Consultancy.
I started Ndinya because I kept coming back to a question: Why do some people show interest in a service but never become customers?
From the outside, a stalled prospect can look simple. Someone doesn’t reply. A proposal goes quiet. A conversation doesn’t lead anywhere. But the visible outcome doesn’t always tell you what happened.
The buyer may have been trying to understand something, comparing options, questioning whether the service was right for their situation, or simply not being ready to make a decision. I became interested in investigating that part of the journey rather than jumping straight to a solution.
How I work
I approach these questions as research problems. That means starting with a clear question, gathering evidence, reconstructing what happened, and separating what we know from what we think might be happening. I don’t begin with a predetermined answer. I don’t assume every stalled journey needs fixing. Sometimes the evidence points to a problem. Sometimes it shows that something is already working. Sometimes there isn’t enough evidence to make a confident conclusion. The point is to know the difference.
Why Ndinya is research-led
When interested buyers don’t become customers, businesses may respond by changing their messaging, offers, follow-ups, sales calls, or funnels. But making changes without understanding what is happening can mean addressing the wrong problem. My work starts one step earlier: Understand first. Change second.
The research behind Ndinya
Buyer Journey Diagnostics brings together the research capabilities I’m building through Ndinya: defining business questions, gathering and evaluating evidence, identifying patterns, and developing findings that support better-informed decisions. These capabilities shape how I investigate buyer journeys and how I approach the conclusions I share with businesses.
About me
I’m based in Kenya and work with service businesses locally and internationally. Ndinya is built around a simple principle: Good decisions need better information. Through evidence-led buyer journey research, I help businesses understand why interested buyers don’t become customers and what the findings indicate deserves attention.