BRIEF
To better understand advertising effectiveness in the seasoning category, Webhaptic Intelligence conducted a comprehensive consumer study across Northern Nigeria. The aim was to evaluate how advertising through radio, television, and campaign-driven channels influences consumer recall, perception, and purchase intent for a popular seasoning brand. The study targeted women aged 18 to 40—regular users of seasoning powders and cubes—in six strategic locations: Abuja and Niger (North Central), Kano and Kaduna (North West), Maiduguri and Bauchi (North East).
APPROACH
The research adopted both quantitative and qualitative methods to gain well-rounded insights.
Quantitative Phase:
A total of 300 respondents participated in the survey using CAWI (Computer-Assisted Web Interviewing) and CATI (Computer-Assisted Telephone Interviewing) methods. Questions focused on media exposure, advertisement recall, brand perception, and the influence of ads on purchasing behaviour.
Qualitative Phase:
To complement the data, six focus group discussions (FGDs) were held in Kano and Abuja. These sessions explored how consumers interpret various packaging elements such as colour, product name, and imagery. Discussions provided deeper insights into preference, perceived product versatility, and emotional resonance with the brand’s presentation.
IMPACT
Findings from both phases offered a clear view of how consumers interact with seasoning ads and packaging. The data revealed which advertising channels held the strongest influence and what packaging cues sparked trust and familiarity. These insights are guiding decisions around media planning, message refinement, and packaging adjustments—ultimately helping the brand connect better with its core audience and drive purchase decisions.