Orytas Dynamic Resources., started as an independent consumer research company specializing in providing effective, efficient and tailor-made solution to all marketing based recruitment needs. It has moved a step further to become one of the very best viewing facilities in Lagos providing support to marketing research agencies and serving other commercial needs as well. RITA AKHADEME, CEO of the company relives her experience with Research Intelligence.
What kind of services do you provide?
Orytas Dynamic Resources provides support services to marketing research companies. One way mirror facility, web streaming and recruitment.
Where did you get the inspiration for this line of business?
Ten years ago I was posted to a marketing research company, RMS for a one year compulsory service as a youth corper. While I was there, I worked with the field department That was how I got involved in research especially in qualitative With that exposure, I began to make research on different aspects of marketing research and I found out that a lot of research companies don’t have viewing facilities unlike in other part of the world where it is a common business. So I started working towards it . First of all I started recruiting for marketing research agencies as a consultant. After some time I decided to go into viewing facility too.
So how has the experience been?
It’s been so good. The research companies in Nigeria actually encouraged us when we started And they are still doing that. God has been faithful to us also. A lot of companies encouraged us as soon as we came in. Companies like Random Dynamic Resources, RMS TNS, Ipsos Nigeria, MK & I, Millward Brown, Deep Dive etc really welcomed us to the industry.
How did you source your start-up capital?
It was not easy. When I had it in mind I thought I could get funding from the banks and I tried without success. Of course you know banks hardly give loans. Nobody was even interested to listen to me because they were not sure of what I wanted to go into. At a time I was into buying and selling. I was running a boutique but I decided to sell off everything and use the money to pay for the space for the viewing facility. After paying the initial rent, the finance to equip the place became a challenge but somehow with the help of family and friends I was able to put the facility together.
Are you enjoying good level of patronage from research agencies?
I could say yes, but we still expect more from them.
Outside of MR agencies what other clients do you have?
Once in a while some people could book the facility for meetings instead of doing the meeting in their office. We also have some clients who use the facility for job interviews. You know it is a one way mirror facility and candidates do not necessarily know that they are being monitored by another person through the one way mirror during the interview session. But this level of patronage is not compared to that of the marketing research industry.
How do clients react to your services?
In ODR, we are not only intelligent professionals; we also have a passion for research, Our clients are always happy and comfortable with our services. Our members of staff are very friendly, specially trained to take care of you. We make sure that our clients are given the best of attention and make them comfortable.
On the recruitment aspect…what makes you stand out?
We pay close attention to every detail associated with our client’s project. We are dedicated and we recruit from our huge database all over Nigeria, ranging from all walks of live including consumer products, children, teens, business people, physicians etc. All respondents are pre-screened by our experienced team to ensure that they match client’s criteria and are able to make a optimal contribution to focus group or in-depth interviews. No one understands recruitment more than we do at ODR, that is why no matter how specific you make your recruitment, we will deliver respondents that are articulate, fresh, and on time.
To do business in Nigeria is not easy. Light alone is a big challenge for us. Sometimes we have to run the generator for two days though the light situation has improved and we are optimist it will even get better by the day.
Something to watch out for
In the nearest future our clients and potential ones are going to have a lot of things from us. Right now we have two facility on Adeniyi Jones, another one in FESTAC and by the grace of God our target is to open up an ultra-modern viewing facility only comparable to those in the United States and in the U.K in the nearest feature.