Brief
A Software development company in Hong Kong sought to understand the market needs of smartphone users in the African market, specifically in Nigeria and Benin Republic. On this premise, The client engaged Webhaptic Intelligence to conduct a market assessment to help understand its market in terms of the network industry trends, user behaviour, and online user needs.
Approach
Webhaptic Intelligence with its assortment of experience and expertise took on this project using a blended research method; Qualitative Focus Group Discussions, Usability Testing, and Quantitative Survey Interviews. The target audience was young adults who are active smartphone users in Nigeria and the Benin Republic. Webhaptic conducted 11 FGDs and Usability Tests in Nigeria and the Benin Republic. Also, 250 Quantitative Interviews were conducted in the Benin Republic.
Impact
The study provided insights into the market needs of smartphone users in Nigeria and Benin Republic, facilitating a comprehensive market assessment. The research data was used by our client to effectively meet the demands of the growing market and tailor their products and services accordingly.