Nigerian FMCG firms raised promotions as shoppers bought less. How to measure whether a promotion grows volume or just buys sales you already had.
Artificial Intelligence and Market Research: The Future of Consumer Insight Introduction The market research industry is experiencing a revolutionary transformation driven by artificial intelligence. What was once a slow, expensive process requiring months of data collection and analysis has evolved into a dynamic, real-time insights engine powered by AI technologies. As we navigate through 2025, the integration of AI into…
Rising Middle-Class Power: How Demographics Are Driving New Markets in Nigeria Executive Summary Nigeria’s demographic landscape is undergoing a profound transformation that presents both challenges and unprecedented opportunities for businesses and investors. With a population exceeding 237 million as of 2025 and a median age of just 18.1 years, Africa’s most populous nation is experiencing a youth-driven economic revolution. This…
How to Build Brand Equity Through Strategic Positioning and Identity Research in Nigeria Introduction The marketplace in Nigeria is developing at a very fast rate, and the development of a strong brand equity has become more important than ever. Nigerian businesses have never had as many consumers (more than 200 million), a rising number of people with access to the…