Challenge:
One of Nigeria’s leading construction companies wanted to better understand the Lagos Housing market including the distinct segments that exist within the market at the upper limit band. This insight will help to make decisions about a residential property project – how to structure the project as well as who the appropriate target market would be to maximize profit.

Brentt Approach:
Quantitative and qualitative research utilizing in-person interviews, online surveys, and multiple focus groups. 1500 online surveys, 6 focus groups, 25 in person interviews.

Result:
Client tailored offering to the existing behaviours and needs stated by target audience, taking advantage of the gaps that currently occur within the market.


Challenge:
A detailed report on the state of the industry for two agricultural staple crops: rice and cassava. This report was commissioned by a private equity firm as part of their due diligence exercise informing investment decisions.

Brentt Approach:
A 360o approach which collected information from all stakeholders within the industry: extensive desk research, tertiary, industry insiders, trade associations, government, distributors, farmers, value chain operators, open market, retail markets. Researchers covered 26 states, performed 102 open market interviews, numerous personal interviews, and 14 focus groups in all geopolitical zones.

Result:
Insights informed extent of investment in proposed projects, as well as help the equity-seeking organization to streamline its businesses – discarding loss makers and improving efficiency of market leaders.


Challenge:
A comprehensive study on Nigeria’s millennials – their norms, behaviours, spending habits, & attitudes to brands and services. This unbiased study is the first of its kind in Nigeria, sampling the largest demographic group in the country, that is, 75% of the national population.

Brentt Approach:
Online surveys, online focus groups, & traditional focus groups. We employed key group representatives to recruit for pre-fieldwork in order to help frame questionnaires and focus group guides. We also utilized both online and face to face methods in order to capture millennials at the points that matter to them most.

Result:
Organizations and researchers have access to accurate behavioural information on this key target audience and use such information to plan relevant goods & services for this market.