Brief
A Chinese consumer electronics manufacturer and innovator sought to assess its brand health by conducting holistic brand diagnostics in key locations in Nigeria. The aim was to evaluate the brand’s marketing efforts and also measure some key metrics such as brand funnel dispositions, net promoter score amongst others. To achieve the overall study objective, Webhaptic Intelligence was engaged by the brand to carry out a Brand Health Survey in Nigeria.
Approach
Webhaptic Intelligence with its range of experience and expertise took on this project using a blended mix of approaches involving Desk Research, Quantitative and Qualitative approach via Focus Group Discussions. The necessary information was gathered from the target audience ) using Computer Assisted Personal Interviewing (CAPI) approach. A total of 1,500 surveys were conducted in Rivers, Bayelsa, Delta Cross Rivers, Abuja, Kwara, Lagos, Osun, Oyo, and Ondo. Also, a total of 16 FGDs were carried out in Lagos, Ibadan, Benin, Abuja and Port Harcourt.
Impact
The brand health assessment provided our client with actionable insights to enhance its marketing effectiveness, measure key brand health metrics, and gain a deeper understanding of Nigerian consumer preferences.