NigeriaPolls · Capabilities
What we can do, and how we do it
Primary research across all 36 states and the Federal Capital Territory. We do not resell data that already exists. We go and collect it, to your question, in the places your question is about.
In short
NigeriaPolls is a Nigerian primary research firm. We design and run original studies across all 36 states and the Federal Capital Territory, collecting by live telephone interview, SMS, WhatsApp and in-person fieldwork, with Nigerian interviewers based across the country rather than concentrated in one city.
We work with clients who arrive with a finished questionnaire and with those who arrive with a decision and no idea what to ask, designing the instrument where it is needed. We cover political and election polling, voter sentiment tracking and political risk; brand health tracking, market entry, product and concept testing, pricing and segmentation; customer experience and employee experience; qualitative research including focus groups and in-depth interviews; mystery shopping; omnibus studies; monitoring and evaluation; and audience research.
Every recorded interview is transcribed and verified against the approved questionnaire, not a sample of them. Our methodology is published in full, published data is licensed CC BY 4.0 for commercial reuse with attribution, and a state-level study starts from 1.5 million naira with a fixed price quoted once the design is agreed.
NigeriaPolls is a trading name of Academic Support Services NG Ltd (RC 9416237), Ikeja, Lagos, Nigeria.
Fieldwork
Four ways we collect, and why that matters
Our interviewers are Nigerian and based across the country rather than concentrated in one city, on our own voice infrastructure connected directly to a Nigerian carrier trunk rather than routed through an overseas gateway. An interviewer who lives in the state being surveyed brings the language and the local knowledge with them, and that shows up in the data long before it shows up in a report.
Live telephone interviewing carries long and complex questionnaires and lets an interviewer probe when an answer is unclear. SMS suits short instruments and respondents without smartphones. WhatsApp carries longer conversational questionnaires and supports images and voice notes. In-person interviewing by field teams reaches everyone the other three under-represent.
That fourth channel is the one that decides whether a study reflects Nigeria or only the connected part of it. Mode is recorded on every response, responses are reconciled across modes so nobody is counted twice, and mode effects are reported rather than buried.
Verification
Every interview is reviewed, not a sample
Most survey research verifies a sample of completed interviews. We verify all of them. Every recorded interview is transcribed and checked automatically against the approved questionnaire, so we can see the questions were asked as written and in the right order, against the answers logged for that respondent, so a mismatch between what was said and what was recorded is caught, and against the disposition the interviewer assigned.
Anything the check cannot reconcile goes to a human reviewer rather than being discarded quietly. Interviews that fail are excluded and the reason is recorded, so exclusions are auditable rather than invisible. Alongside that run back-checks that re-contact a sample of completed interviews, and screening against the NCC do-not-disturb register before any outbound calling.
The full method is published at nigeriapolls.com/methodology.
Before fieldwork
Research design and scoping
Some clients arrive with a finished questionnaire. Many arrive with a decision and no clear idea what to ask, which is the more common case and often the more interesting one. We work either way.
Requirements gathering
Working out what the decision actually turns on, which is frequently not the question the brief started with.
Turning a decision into a measurable question
A business question becomes a research question becomes an instrument. Most studies that disappoint were lost at that first translation.
Questionnaire design
Written for the mode it will be administered in, because a question that reads well on paper often needs rewriting before it works in a voice interview.
Translation and adaptation
Into Pidgin, Hausa, Yoruba or Igbo as the sample requires, adapted rather than translated literally so the meaning survives.
Sampling design
Sample size and structure worked back from the breakdowns you need to report, rather than a round number chosen first.
Pilot testing
A small field test before full launch, because the cheapest time to find a broken question is before it has been asked a thousand times.
Political and electoral
Political research
The work most research firms in this market do not name as a service line. We design samples to be readable at the level an election is actually contested at, which is usually a state or a constituency rather than the country.
Voter sentiment tracking
Voting intention measured repeatedly through a cycle, so you see direction rather than a single level. The movement is what changes decisions.
Candidate and party favourability
Favourability, name recognition and the gap between awareness and support, by zone, state and demographic.
Issue salience
Which issues actually move a vote in a given state, rather than which issues dominate national commentary.
State and constituency reads
Samples designed to be readable at state, senatorial district or local government area level.
Turnout modelling
Outcomes under different turnout scenarios, because in Nigerian elections turnout frequently decides the result more than persuasion does.
Political risk research
Primary research into how policy, projects and security perception are landing in the states you are exposed to.
Brand and consumer
Brand and consumer research
The commercial core, in the industry's own vocabulary so you can match it to whatever you are already buying elsewhere.
Brand health tracking
Awareness, consideration, usage, imagery and equity measured on a repeating wave so you can see a trend rather than a snapshot.
Market entry research
Demand, willingness to pay, competitive set and route to market before you commit capital to a Nigerian launch.
Product and concept testing
Concepts, propositions and products tested with the people expected to buy them, before the spend rather than after.
Creative and advertising testing
Message and creative tested for comprehension, relevance and persuasion across the languages your audience actually thinks in.
Pricing research
Price sensitivity and willingness to pay, including conjoint designs where trade-offs between features and price need measuring.
Segmentation
Attitudinal and behavioural segmentation built from primary data rather than imported from another market.
Shopper and retail research
Shopper behaviour, in-store decision making and channel performance, run through field teams in the outlets themselves.
Mystery shopping
Scored visits against an agreed framework, to see what a customer actually experiences rather than what the process says should happen.
Omnibus
A shared study. Place three or four questions on a common questionnaire and share the fieldwork cost, for nationally representative answers at a fraction of a dedicated study.
Customer and employee
Experience measurement
Measuring the people you already have, which is a different exercise from researching people who have never bought from you.
Customer satisfaction and NPS
CSAT, NPS and CES, fielded on the channel your customers actually answer, with results broken by branch, region and segment so the finding is actionable.
Customer experience journeys
Where the experience breaks, measured at the point it breaks rather than remembered weeks later.
Employee experience
Engagement, retention risk and workplace climate, run confidentially so answers are honest.
Corporate reputation
How an organisation is seen by the publics that matter to it, tracked over time.
Qualitative
Qualitative research
For when you do not yet know the right questions to ask, or when a number has arrived that nobody can explain.
Focus group discussions
Six to ten people, moderated from a discussion guide in the language the group is most comfortable in, which is often Pidgin, Hausa, Yoruba or Igbo rather than English.
In-depth interviews
One to one, for sensitive subjects or for respondents who would not speak freely in a group.
Key informant interviews
Officials, operators and specialists who hold knowledge a sample survey cannot reach.
Ethnographic and observational
Watching what people do rather than asking what they say they do.
Social and development
Social and development research
Research for programmes that have to prove what changed, and for organisations accountable to funders rather than shareholders.
Monitoring and evaluation
Baseline, midline and endline measurement designed so the comparison actually holds.
Impact assessment
Measuring what changed and attributing it credibly, including where the honest answer is that attribution is weak.
Needs assessment
Who needs what, where, before a programme is designed around an assumption.
Agriculture and rural research
Farming households and rural communities, reached in person where phone and data coverage would miss them.
Public health research
Knowledge, attitudes and practice studies, run with protocol care on consent and sensitive data.
Audience research
Media reach, listening and viewing behaviour, measured by recall and self-report across radio, television and digital.
Data
Data products
What we publish, and what we can build on top of a study.
Published indices
Monthly tracking on consumer confidence, governance trust and security perception, released openly.
Open data licensing
Published data under CC BY 4.0, so you may reuse it commercially with attribution and without negotiating a licence.
The office holder dataset
1,701 political office holders across all 36 states and the FCT with party affiliation, covering governors and deputies, federal ministers, the National Assembly and every state Assembly.
Custom dashboards
Results delivered as a live dashboard rather than a static deck, where a study runs on a repeating wave.
Geospatial analysis
Results mapped to state, local government area or ward, for decisions that are about places.
Social listening
What is being said publicly about a brand, an issue or a candidate, analysed alongside the survey data rather than instead of it.
How we work
What you get, beyond the numbers
Every process is documented and the documentation is part of what you receive. Field protocols and interviewer briefing notes. The questionnaire and the screening criteria. Quota definitions, and response monitoring by state while the study is still in field so mobilisation goes where it is needed rather than being diagnosed afterwards. Call and message dispositions. The audit trail behind every individual response.
Any figure in a final deliverable can be traced back to how, where and when it was collected. We publish our methodology in full rather than describing it on a call, and we quote a fixed price once the design is agreed, so the number stops moving.
FAQ
Frequently asked questions
What research services does NigeriaPolls offer?
Research design and scoping, including turning a business decision into a measurable question when a client does not yet have one. Then political and election polling, voter sentiment tracking, political risk research, brand health tracking, market entry and consumer research, product and concept testing, pricing research, segmentation, customer experience and NPS, employee experience, qualitative research including focus groups and in-depth interviews, mystery shopping, omnibus studies, monitoring and evaluation, and audience research. Fieldwork runs by telephone, SMS, WhatsApp and in person across all 36 states and the Federal Capital Territory.
What is an omnibus survey and when should I use one?
An omnibus is a shared study. Several clients each place a small number of questions on one questionnaire and share the fieldwork cost, so you buy nationally representative answers to three or four questions for far less than a dedicated study. It suits tracking a single measure over time, sizing a market quickly, or testing an idea before committing to full research.
Can NigeriaPolls reach rural and low-income respondents?
Yes, and it is the main reason we run in-person fieldwork alongside the digital channels. A study fielded only by web or app systematically under-represents rural, older and lower-income Nigerians and reads as a more connected and more affluent country than Nigeria is. Where a sample needs those respondents we deploy field teams into the specific local government areas required.
How does NigeriaPolls verify interview quality?
Every recorded interview is transcribed and checked automatically against the approved questionnaire, the answers logged for that respondent and the disposition the interviewer assigned. Most research verifies a sample; we verify all of them. Anything that cannot be reconciled goes to a human reviewer, and interviews that fail are excluded with the reason recorded so exclusions are auditable.
Which states does NigeriaPolls cover?
All 36 states and the Federal Capital Territory. Samples are designed to be readable at the level your decision is about, which for political work is usually a state, a senatorial district or a local government area rather than the country as a whole.
How much does a study cost and how quickly can it run?
A state-level study starts from 1.5 million naira and a national tracker from 5 million naira, with a fixed price quoted once the design is agreed. Cost is driven mainly by sample size, how many breakdowns you need reported separately, and whether in-person fieldwork is part of the design.
Can I reuse NigeriaPolls data commercially?
Published data is released under CC BY 4.0, so you may reuse, adapt and redistribute it commercially with attribution and without negotiating a licence. Data from a commissioned study belongs to the arrangement agreed with that client.
Tell us what you need to know
Give us the question and the geography and we will come back with a methodology, a timetable and a fixed price.