Market research company in Nigeria, working across Africa
Consumer research Africa-wide for telecoms, banks, consumer brands, consultancies and agencies that need reliable numbers, fast.
Tell us what you need
Send a short brief and we reply with a scoped quote within two working days. Country and method are enough to start. If you are not sure of the rest, leave it empty and we will help you shape it.
PollsAfrica is a market research company in Nigeria. We are run by Academic Support Services NG Ltd (RC 9416237) in Ikeja, Lagos, and we run consumer research Africa-wide with the same method in every country. If you need market research Africa teams can defend in a boardroom, we design the study, collect the data, weight it and tell you plainly how far to trust each number.
Buyers come to us for data collection services Africa-wide, for standalone studies and for tracking programmes that run over many waves. Nigeria is where we are based. We extend to Kenya, Ghana, Uganda and other countries through vetted field partners, case by case.
Who this is for, by sector
- Telecoms. Network and tariff perception, churn reasons, data and mobile money usage, brand switching.
- Banking and fintech. Account and app usage, trust and fees, financial inclusion segments, product concepts.
- FMCG and retail. Purchase habits, brand funnels, pack and price tests, channel and shopper attitudes.
- Health and pharma. Awareness, treatment pathways, pharmacy and clinic choice, patient and provider views.
- Agriculture and agribusiness. Farmer input and credit use, buyer attitudes, adoption of products and practices.
- Energy and mining. Community perception, service use, tariff and access attitudes around operating sites.
- Consultancies and agencies. Fieldwork you can put under your own name: instruments, samples and clean data on your timetable.
The questions we answer
Who are my customers, and how do they differ by region, age and income? Which brands do people know, consider and choose? Why do customers leave, and what would bring them back? Will this concept sell, and at what price? How large is the addressable base once you count people instead of assuming them? Brand tracking in Kenya, a usage study in Lagos and a pricing test across several markets are all variations of the same discipline: a clear question, a defensible sample and honest reporting.
Services in depth
Every timeline below is a planning range. Each proposal confirms the actual schedule.
Consumer and market research
Who buys, why, and how big the opportunity looks from the demand side. You get a weighted dataset, a codebook, tabulations by the cuts you choose and a written report. Typical planning range: 3 to 6 weeks for a national phone survey from signed contract to topline.
Usage and attitudes
How people use a product or category, what they believe about it and what stops them. Deliverables are cross-tabs, segment profiles and a short findings deck. Typical range: 3 to 6 weeks.
Brand health tracking
Awareness, consideration, preference and perception, asked the same way each wave so changes mean something. Deliverables are wave reports and a trend file. Typical range: 3 to 5 weeks for the first wave, then a repeat cycle you set.
Customer satisfaction and NPS
Satisfaction and likelihood to recommend, with the reasons behind the score. Deliverables are scores with confidence intervals by segment, verbatim coding and drivers. Typical range: 2 to 5 weeks.
Concept and price testing
Concept appeal, claim and message tests, and price sensitivity, with randomised exposure so cells compare cleanly. Typical range: 3 to 6 weeks.
Market sizing support
Survey inputs for your sizing model: incidence, penetration, frequency, spend and willingness to pay, delivered with the margin of error so your model carries honest ranges.
B2B and expert interviews
Business owners, managers, distributors and specialists, by phone or video. Deliverables are transcripts, translation where needed and a thematic summary. Typical range: 3 to 6 weeks, depending on how hard the respondents are to reach.
Modes of data collection
We use CATI, CAWI or a mixed mode. Phone is the workhorse for national consumer samples, and our Nigerian phone sampling frame runs to more than 11,000+ numbers. Online works for connected urban audiences and for quick concept tests. Face-to-face runs through vetted field partners where phone coverage is thin or the audience is rural. Qualitative work, including focus groups and depth interviews, uses local moderators with transcripts and translation.
Method and quality controls
A named university expert from the country joins every study as a paid key expert. They review the instrument, guide ethics approval and sign off the topline. We pilot before fieldwork, and supervisors listen to a sample of calls. We screen for speeding, straightlining, and duplicate device and location records, and we back-check by re-contact. Results are weighted to the latest census by age, sex, region and urban or rural. The margin of error is computed on the effective sample size, and we report weighted and unweighted counts.
Anything we release states the sponsor, dates, sample, mode, frame, weighting, margin of error and exact question wording. Read the full methods and the standards. For a feel for how we present public data, see Nigeria, Kenya, Ghana and Uganda, or browse all countries and the elections calendar when timing a fieldwork window around a vote.
Data protection and ethics
We interview adults aged 18 and over. Consent is recorded with time, channel, notice version and country. We collect no ethnicity, religion or party data unless it is approved for the study and lawful. Field partners sign a data protection and anti-fraud annex. We work under Nigeria's Data Protection Act 2023, Kenya's Data Protection Act 2019, Ghana's Data Protection Act 2012 (Act 843) and Uganda's Data Protection and Privacy Act 2019. We are non-partisan and do no work for parties or candidates.
How to engage
Tell us the market, the question and the timing. We reply with a scoped proposal that sets the sample, mode, deliverables and schedule. Use the brief form or email research@pollsafrica.com. Procurement teams can download our capability statement (PDF) or read the capability statement page, which lists our registrations, including UNGM vendor 1283542.
Frequently asked questions
Are you a market research company in Nigeria or a pan-African one?
Both. PollsAfrica is run by Academic Support Services NG Ltd, registered in Ikeja, Lagos, and Nigeria is our home market. We extend the same method to other African countries through vetted field partners and take on each new country case by case.
How fast can you deliver a consumer survey?
A national phone survey typically runs 3 to 6 weeks from signed contract to topline. Smaller or single-city studies can be quicker. Each proposal confirms the actual schedule against your sample and questionnaire.
Which modes do you use for data collection in Africa?
Computer-assisted telephone interviewing (CATI), online (CAWI), mixed mode, and face-to-face through vetted field partners. Qualitative work uses local moderators. We recommend the mode that suits your audience and not the one that is cheapest to run.
Can we use you as the fieldwork arm of our consultancy or agency?
Yes. We field your instrument or help you design it, and deliver clean weighted data with full documentation. Method details stay documented so your client can audit them.
How do you keep the data trustworthy?
Pilot before fieldwork, supervisors who listen to a sample of calls, checks for speeding, straightlining and duplicate devices, back-checks by re-contact, and weighting to the latest census. See the standards page for the full list.
How is personal data handled?
We interview adults aged 18 and over, record consent with time, channel, notice version and country, and work under Nigeria's Data Protection Act 2023, Kenya's Data Protection Act 2019, Ghana's Data Protection Act 2012 and Uganda's Data Protection and Privacy Act 2019.
Do you do political or party work for businesses?
No. We are non-partisan and do no work for parties or candidates.
Related: all research services, blog, who runs government across Africa, Africa elections 2027.