For a nation to move forward both politically and socio-economically, the leaders must demonstrate esteem for talents, actively encouraging able individuals, and honouring those who excel in their profession. And encourage their citizens so that they … [Read More...]
ARTICLES
Ipsos Joins the World to Commemorate World Refugee Day
From dance parties to food festivals and urban hikes, millions of people around the world took part in events to celebrate World Refugee Day at a time when the number of children, women and men uprooted by wars and persecution has broken all … [Read More...]
THE FUTURE OF THE MARKET RESEARCH INDUSTRY
Technological developments, shifting economic power, population change, environmental pressures and evolving consumer values underpin disruptions in the market research industry. Market researchers are more pressed than ever to deliver accurate, … [Read More...]
CONSUMER DISLOYALTY IS THE NEW NORMAL
Assume the people you consider to be the most loyal customers on the planet are, in fact, disloyal. Because 92% of the time, you’ll be right. New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed … [Read More...]
HOW TECHNOLOGY IS CHANGING MARKET RESEARCH
Technology is opening up options and making the world a smaller, more accessible place. As a researcher, technology has created the ability for one to access respondents globally, collect and process insights … [Read More...]
CONTENT IS KEY IN DIGITAL COMMUNICATION
In Naijaland getting people to notice you is described as a difficult job because you need to do some innovative and nice to get positively noticed. While some publicist would argue that what matters is getting noticed, sound marketers would quickly … [Read More...]
Accelerated Growth Sees Amazon Crowned 2019’s BrandZTM Top 100 Most Valuable Global Brand
‘Eco-system’ brands win over consumers as many traditional brand categories crumble Consumer technology brands pass the $1 trillion brand value mark Demand grows for ‘mindful marketing’ practices as the consumer voice strengthens in a more … [Read More...]
The Windows are Opening
Marketing, social and opinion research business in Africa may not have attained its desired position but at least it is heading to somewhere. The insights industry in Africa has approached the innovations going on in several parts of the world and … [Read More...]
Theatrics Over Youth Empowerment
With elections around the corner, politicians are overreaching themselves again to bamboozle the electorate. The flurry of gimmicks to mesmerize voters with melodramatic antics and absurdities is playing out hysterically. The recent altercation … [Read More...]
INTERVIEWS
SKY IS THE LIMIT WITH TECHNOLOGY-SAMMIE NNANWOBU
SAMMIE NNANWOBU is an ICT expert in-charge of Information Technology and Communication at Random Random Dynamic Resources Ltd . The Oracle certified and consultant software developer to many blue chip companies … [Read More...]
TECHNOLOGY REDEFINING MARKETING RESEARCH-ALEXAN
ALEXAN CARRILHO is the Operations Director of the Kantar System in Nigeria, an experienced marketing researcher of over 20 years. Alexan shared her experience and perspectives on issues of contemporary interest in … [Read More...]
‘ICT AS A CATALYST TO NIGERIA’S ECONOMIC BREAKTHROUGH’-DR. IKECHUKWU ADINDE
DR. IKECHUKWU ADINDE is the Administrator of Nigeria’s foremost digital capacity building institution- Digital Bridge Institute (DBI). In this interactive session with the media, he prescribes ways the nation can … [Read More...]
WITHOUT DATA YOU ARE GOING BLIND-GED NOOY, MD, Nielsen Nigeria
For more than 90 years, Nielsen has provided data and analytics based on scientific rigour and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail … [Read More...]
I NOTICE THAT IN NIGERIA THEY LIKE MONEY AND FOOD-PATRICIA
You’re welcome to Nigeria Thank you so much. Is it the first time you are coming to Nigeria? Yes. What was your impression about Nigeria before coming to Nigeria? I felt like I would be taken hostage when … [Read More...]
I FEEL VERY FULFILLED, BUT I DON’T FEEL OLD – KAREEM TEJUMOLA, FOUNDER RMS, CHAIRMAN KANTAR NIGERIA
KAREEM TEJUMOLA POPULARLY REFEREED TO AS ‘UNCLE TEJ’ IS ONE OF THE FOUNDING FATHERS OF MARKETING RESEARCH IN NIGERIA AND HAS DONE SO MUCH TO PROMOTE THE BUSINESS IN AFRICA. THE DOYEN OF MARKETING RESEARCH IN NIGERIA … [Read More...]
BRANDS THAT HAVE NOT BEEN ABLE TO DIFFERENTIATE EVENTUALLY DIE -SALAMI IBITAYO
IBITAYO SALAMI is Chief Client Officer, West Africa Cluster at Ipsos. She gave insights on brand identity and what makes brands stand out in competition saying that a brand must have a purpose in the life of a … [Read More...]
‘WE CAN SAY WE HAVE A MEASURE OF GROWTH AND IMPROVEMENT’-Benson
BENSON OLUBODUN is the Managing Director/CEO of Glopath and Partners Ltd., a market research firm that has a strong footing on qualitative research. So how is the market research industry in Nigeria doing … [Read More...]
MARKETING RESEARCH INDUSTRY IN NIGERIA HAS HAD SERIES OF TRANSFORMATIONS – IBHADE INEGBENEKALO
IBHADE INEGBENEKALO is the Managing Director, Market Trends International, one of the pioneer market and social research agencies in Africa. He takes a look at the changes on the methologies of doing research in … [Read More...]
Tutorials
RESEARCH OBJECTIVES
Before conducting a market research, your research objectives need to be defined. Research objectives quite simply answer a simple question – Why are you conducting this market research? Of course, that question does not have a simple answer. The answer can go down in depth and become 10 more questions. For example – Are you conducting this market research to find out the strength of your brand, or to find out about competition sales figures, or find out brand recall etc etc. Thus, with each … [Read More...]