Conducting Market Research in Nigeria

The latest spending on Nigeria’s infrastructure and development is bound to lead to a new influx of growth opportunities and strengthen the consumer base.
A significant population of Nigeria comprises the lower middle class, lower class, and poor. Hence, the low purchasing capacity of consumers induces companies to bring economical products/services to the needs and preferences of lower middle-class consumers. Conducting Market research in Nigeria requires in-depth knowledge of the country’s demographics, different ethnic groups, infrastructure, and local cultures. Conducting market research in cities like Lagos, Abuja, and Kano differs significantly from how market research can be conducted in tier 2 and tier 3 cities.

Over 500+ native languages are spoken in Nigeria. The widely spoken languages are Hausa, Yoruba, and English. In rural areas and people with lower education levels prefer regional dialects over English. To overcome this challenge, companies must have researchers and field personnel with skills and abilities to understand the local context, local languages, cultural beliefs, customs, and traditions.

Nigeria has a relatively young consumer base from different ethnicities. Selecting the right target audience could be a challenge in identifying the reach out. Data collection methodology also needs to be customized based on the target group and the region. Though online research and hybrid methodologies are very much a possibility in cities like Lagos, Abuja, and Kano but in smaller cities other approaches like face-to-face or telephonic interviews are more appropriate.
Overall a more flexible and customizable research approach is needed to understand the Nigerian market.