Mnara (pronounced m-NAH-rah), Swahili for lighthouse.
A lighthouse doesn’t gather water. It shows the way. Mnara Group designs the KPIs, metrics, and benchmarks that show organizations where to steer.
Built from the ground up.
Drawing inspiration from the durability of pre-colonial African stone-towers, lighthouses exist so no one has to guess where they stand.
We take the same view of measurement. A lighthouse works because it stands on solid ground, rises with purpose, and puts its light where people need it. That is our framework: Foundation, Tower, Beacon.
We are a pure-strategy firm. We don’t sell software, build dashboards, or enter data. We design the logic, and your team builds on it.
Rich Williams
Principal, Mnara Group. 20+ years in media research, audience measurement, and consumer insights.
Rich has spent his career turning research and audience data into decisions senior leaders act on. He has built measurement frameworks for a global non-profit, forecasting models for national television networks, and growth metrics for independent businesses.
His working methods focus on tracking who a program reaches, how deeply they engage, and what changes as a result.
Where the method was built
Career history of our Principal. These organizations are past employers, not Mnara Group clients.
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2025 – present
Mnara Group
KPI, Metrics and Benchmarking Consultant
Market research, customer lifetime value, retention, and churn analysis that turn behavioral data into growth recommendations.
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2012 – 2025
Sesame Workshop
Senior Director, Consumer Insights
Built the organization’s first global Monitoring, Evaluation & Learning framework, benchmarking reach, engagement, and cultural impact across 13+ international co-productions in Europe, MENA, LATAM, India, and South Africa. Managed a $1M+ annual research budget and advised senior leadership in recurring executive forums.
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2010 – 2012
BET Networks
Senior Director, Programming & Scheduling
Built forecasting models that improved ad sales ratings estimate accuracy by 20%.
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2005 – 2010
MTV Networks
Senior Manager / Director, Strategic Insights & Research
Led strategic research across MTV, VH1, and MTV2. Built the audience growth models behind a 20% increase in MTV2’s market share within its target demo.
Four commitments
We design. You build.
Strategy and blueprints only. Your team owns the build and the tools.
Fewer numbers, better ones.
We cut the metrics nobody acts on and define the ones that matter.
Benchmarks over gut feel.
Every number gets context: your peers, your history, your targets.
Fixed scope.
Flat fees, two revision rounds, and no surprise invoices.
Tie every major decision to a number you trust.
The intake takes about five minutes. Your answers shape our first conversation.