Nigerian FMCG firms raised promotions as shoppers bought less. How to measure whether a promotion grows volume or just buys sales you already had.
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 Use Brand Perception Studies to Avoid Costly Mistakes in Nigeria Introduction Knowing the perception of your brand by the consumer is the difference between dominating the market and incurring expenses in a fast-changing market such as that of Nigeria. Nigerian businesses have the special challenge of creating and sustaining excellent brand equity when their potential consumers are over…
Navigating the digital landscape: using data analytics for market research Introduction Deploying data analytics to carry out market research is a concept that wishes to shed light on how businesses can integrate data analytics instrument and techniques to accumulate insights from various virtual mediums for the purpose of market research objectives. By assimilating how these patterns yield positive results, companies…
How to conduct effective market research on a limited budget In starting up a new business, either the idea has been in existence or it is a new one, thorough market research needs to be done for effective delivery of your product and services. This blog post aims at emphasizing on how to conduct effective market research on a limited…
Navigating the digital landscape: using data analytics for market research Introduction Deploying data analytics to carry out market research is a concept that wishes to shed light on how businesses can integrate data analytics instrument and techniques to accumulate insights from various virtual mediums for the purpose of market research objectives. By assimilating how these patterns yield positive results, companies…