Conducting Market Research in Nigeria

10 Best Tips for Conducting Market Research in Nigeria

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Are you looking to Conducting Market Research in Nigeria?

Market research is an essential aspect of running a successful business. Without it, you risk doing all the wrong things. Doing all the wrong things equals failure and heartbreak.

4 out of 5 businesses fail within the first five years in Nigeria. Failure to conduct market research puts you in this bracket. 

Only by conducting market research can you find out what your audience wants, why your competitors are succeeding and the things trending in your industry.

In this article, I will explore the 10 best tips for conducting market research.

My aim as a successful businesswoman is to provide you with practical advice and strategies to make informed decisions and of course, stay ahead of the competition.

Let’s dive in…

What is market research?

what is  Market Research in Nigeria

Market research is a systematic process of collecting and analyzing information about a given market, which includes a target market, consumers, competitors, and the industry as a whole.

The information gathered through market research helps businesses to evaluate the viability of a new service or product by taking into account geographic, demographic, and psychographic data about past, current, and potential customers.

Market research can be conducted through various methods, including surveys, interviews, focus groups, observations, and data analysis. The collected data is then analyzed to extract meaningful patterns, trends, and statistics.

Market research is a vital tool for businesses to devise business strategies that can help them stay ahead of their competitors

How to Conduct Market Research for Your Business in Nigeria

1. Define Your Research Objectives

Before embarking on any market research initiative, clearly define your research objectives. 

What specific information are you looking to gather with this research? 

Some other questions to ask are: 

  • How do people buy the things they buy, and why?
  • What are the things trending in your industry?
  • How are your competitors getting their customers, and why do customers come back after their initial experience?

Clearly stating your research objectives will guide your research efforts and ensure you gather the most relevant and valuable data.

Also Read: How to Write a Business Plan in Nigeria

2. Identify Your Target Audience

One mistake a lot of people make is that they start up shop without having any audience in mind. 

To conduct effective market research, you need to identify and understand your target audience in Nigeria. 

By target audience, what I mean is, Who are the people you intend to sell to?

Who is your product meant for? Is it for old people, for young people, for men or women?

Once you understand who your product is for then you’ll be able to understand their preferences, their needs, and their problems.

Having this information will enable you to tailor your marketing effort to serve their specific needs.

If you are interested in finding a good location for your business read How to find a good location for your business in Nigeria

3. Choose the Right Research Methodology

There are several ways you can conduct market research for your business in Nigeria.

The most popular are 

  • surveys, 
  • interviews, 
  • focus groups, and 
  • data analysis. 

Surveys are where you move around the market. You visit your competitors and you see what they are doing, and what they are not doing.

In interviews, you get to sit with some of your potential customers and you ask them questions about themselves. Their preferences, why they prefer to buy one product over the other. 

This may seem difficult, but I promise, it isn’t. All you have to do is to ask the right questions and listen to them as they talk. 

If you need concrete direction on going about this, read The Psychology of Selling by Brian Tracy.

Focus groups are a type of research method where a small group of people comes together to talk about a particular topic.

A focus group aims to get detailed information, opinions, and ideas from the participants. It’s like a group conversation led by someone who guides the discussion. 

In a focus group, people can freely share their thoughts and listen to others, which will help them understand different perspectives and get valuable information. 

Data analysis in market research is a way of gathering information from different sources, such as surveys, interviews, and sales records. 

The data is then organized and studied using special techniques to find patterns, trends, and connections.

To make it easier to understand, think of data analysis in market research as solving a puzzle. The analyst collects puzzle pieces (data) from different places and puts them together to see the big picture.

Learn How to Register Your Business With CAC Online ( Ultimate Guide)

4. Leverage Online Research Tools

How to conduct market research in Nigeria

In today’s digital age, online research tools can significantly streamline and enhance market research efforts. 

You must learn to make use of tools such as Google Trends, social media listening platforms, and online survey platforms.

Google Trends is easy to use. All you have to do is to type in Google Trends in your web browser. When it pops up, then you go in there and type in the name of your industry. 

You will get information on how popular this industry is among the masses. 

As long as you are reading this blog post now, then I think you can make use of Google Trends. 

But if you still think you are unequal to the task, then this VIDEO will be of help.

Check Out: 37 Hidden Business Opportunities in Nigeria

5. Analyze Competitor Landscape

Understanding your competitors is crucial for staying competitive in the Nigerian market. 

Firstly, for you to serve your customers well, you have to know the price your competitors are offering for the same product.

You also have to monitor them for you to carve out your unique angle. This unique angle is your edge. It is what sets you apart from others in the market.

Find out if your target audience is satisfied with what they are getting from your competitor. If they are satisfied, good. Find a way to make them more satisfied. 

If they are not satisfied, even better, then find a way to fill this available hole. 

According to Brian Tracy, who is one of the best sales coaches in the world, 

In selling, you only have to be a little bit better and different in each of the key result areas of selling for it to accumulate into an extraordinary difference in income.

The key here is to identify your competitors’ strengths, weaknesses, strategies, and market positioning. Then be better.

6. Conduct Surveys and Interviews

Now you have to go out into the field and do the work that needs to be done.

Surveys and interviews are effective ways to gather direct feedback and opinions from your target audience in Nigeria. 

Sit down and think of the question you can ask about your business.

When conducting interviews and surveys for market research, here are some examples of questions you can ask:

Demographic Questions:

  •    What is your age?
  •    What is your gender?
  •    What is your occupation?
  •    Where do you live?

Consumer Behavior Questions:

  •    How often do you purchase [product/service]?
  •    What factors influence your purchasing decisions?
  •    Where do you usually buy [product/service]?
  •    How satisfied are you with your current [product/service]?

Brand Perception Questions:

  •    How familiar are you with our brand?
  •    What words or feelings come to mind when you think of our brand?
  •    How do you perceive our brand in comparison to competitors?
  •    Have you ever recommended our brand to others? Why or why not?

Product/Service Feedback Questions:

  •    What do you like/dislike about our [product/service]?
  •    What improvements or new features would you like to see?
  •    How does our [product/service] meet your needs?
  •    Would you recommend our [product/service] to others? Why or why not?

Market Research Questions:

  •    Are you aware of any emerging trends in the industry?
  •    What challenges do you face about [product/service]?
  •    How do you think our [product/service] compares to competitors?
  •    Are there any unmet needs or opportunities you see in the market?

Remember, the specific questions you ask will depend on the purpose of your research and the target audience.

It’s important to design questions that are clear, concise, and unbiased to gather reliable and meaningful data.

Also read: 15 Great Businesses You Can Start With 1M Naira in Nigeria

7. Monitor Social Media Conversations

Social media platforms offer a treasure trove of information about consumer behavior and sentiments. 

Here is how to monitor social media conversations: 

Determine which social media platforms are most popular among your target audience.

Focus your monitoring efforts on platforms like Facebook, Twitter, Instagram, LinkedIn, or any other platforms where your customers are active.

Identify keywords and hashtags that are relevant to your research objectives. These can include your brand name, product name, industry terms, or specific topics of interest. 

Analyze the tone and sentiment of social media conversations to gauge customer opinions and emotions. 

Participate in conversations when appropriate. Respond to customer queries, address concerns, and acknowledge positive feedback. 

Engaging with social media users can provide valuable insights and build positive relationships with potential customers.

Also Read: 16 Best Delivery Companies in Nigeria

8. Study Local and Global Market Trends

Staying abreast of market trends is essential for adapting to changing consumer demands. 

So, you must regularly study industry reports, publications, and news to identify emerging trends and opportunities. 

This knowledge will help you make informed business decisions and stay ahead of the competition.

Subscribe to newsletters in your area of expertise. Follow the big shots on social media. Most time, they will post the things happening in the market.

Read business news like Naira metrics or Businessday. Keep your ears open and listen, this will help you stay ahead of the game.

Read: Top 14 Lucrative Business Ideas in Nigeria to Start

9. Consider Cultural Factors

Nigeria is a culturally diverse country with various ethnic groups and languages. 

When conducting market research, it’s essential to consider cultural factors that may influence consumer behavior. 

Take into account the cultural preferences, traditions, and sensitivities of different regions within Nigeria to tailor your products accordingly.

Remember, one man’s poison could be another man’s meat.

Respect Nigerian customs, traditions, and diversity, while avoiding assumptions and generalizations. 

Include a diverse range of Nigerians in your sample. Communicate using clear and simple language, and customize research materials to reflect Nigerian culture. 

Understand the cultural context of purchasing decisions and collaborate with local experts to gain insights into cultural nuances. 

Stay updated on cultural trends and continuously adapt your research strategies. 

10. Test Your Products or Services

Conducting Market Research in Nigeria

Before launching your products or services in the Nigerian market, conduct market testing to gauge their viability and acceptance. 

Offer samples or trial versions to potential customers and gather feedback on their experiences. 

This will help you identify any necessary improvements or modifications to ensure your offerings align with the needs and expectations of Nigerian consumers.

Also Read: 14 Profitable Businesses You Can Start With 70K in Nigeria

Frequently Asked Questions (FAQs)

What Are the Main Benefits of Conducting Market Research for My Business in Nigeria?

Market research offers several benefits for businesses in Nigeria, including:

  • Understanding your target audience and their needs
  • Identifying market trends and opportunities
  • Gaining insights into competitors’ strategies
  • Making informed business decisions
  • Improving product or service offerings
  • Enhancing marketing and promotional strategies

How Long Does Market Research Take?

The duration of market research varies depending on the scope and complexity of the study. It can range from a few weeks to several months. 

However, it’s important to note that market research is an ongoing process, and businesses should continuously gather and analyze data to stay relevant and competitive.

Can I Conduct Market Research on a Limited Budget?

Yes, market research can be conducted on a limited budget. There are various cost-effective methods available, such as online surveys, social media monitoring, and utilizing free or affordable research tools. 

Prioritize your research objectives and focus on gathering the most essential data within your budget constraints.

How Can Market Research Help Me Understand My Competitors?

Market research provides insights into your competitors’ strategies, strengths, weaknesses, and market positioning. 

By analyzing their activities and customer feedback, you can identify gaps in the market and develop strategies to differentiate your business and gain a competitive edge.

How Often Should I Update My Market Research?

Market research should be regularly reviewed and updated to reflect the dynamic nature of the market. 

Aim to review your research findings at least once a year or whenever significant changes occur in your industry or target market. 

This ensures that your strategies and decisions are based on the most current and accurate information.

What Are Some Common Challenges in Conducting Market Research in Nigeria?

Conducting market research in Nigeria can present certain challenges, including:

– Language and cultural diversity: Nigeria is home to multiple ethnic groups and languages, which can make data collection and analysis more complex. 

Infrastructure limitations: Some regions in Nigeria may have limited access to reliable internet connectivity, which can affect online data collection methods. 

– Data accuracy: Ensuring the accuracy of data can be challenging in Nigeria, as respondents may provide inconsistent or unreliable information. 

– Access to reliable secondary data: Availability and accuracy of secondary data sources can vary in Nigeria. 

– Ethical considerations: Respecting privacy and ethical guidelines is crucial when conducting market research. 

Obtain informed consent from participants and handle data securely and confidentially to maintain trust and compliance.


Conducting market research is an essential component of any successful business strategy, particularly in the dynamic and diverse Nigerian market. 

By following these 10 best tips, you can gain valuable insights into your target audience, competitors, and industry trends. 

Remember to define clear research objectives, leverage appropriate methodologies, and stay updated with local market dynamics. 

By making data-driven decisions based on thorough market research, you can position your business for growth and long-term success.

Here’s a list of articles I’ve written that will help you to start your business in Nigeria.

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