NigeriaPolls · Comparison
Kantar Nigeria and NigeriaPolls
Compared on what you can check: who gets asked, how much of Nigeria is covered, what is published about the method, and what you may do with the data afterwards.
In short
Kantar is a global brand and marketing research network, strongest in brand measurement, creative testing and media effectiveness. NigeriaPolls is a Nigerian research firm covering the same commercial ground in this market, plus political and electoral work.
Kantar organises its offer as Signal Intelligence, which covers brand monitoring, customer experience and consumer and retail trends; Decision Intelligence, covering creative testing, media effectiveness, innovation and marketing ROI; and Strategic Intelligence, covering brand strategy, consulting and qualitative research.
NigeriaPolls works from a nationwide phone sampling frame of over 11,000 random-digit-dial Nigerian mobile numbers across all 36 states and the Federal Capital Territory, tracks Nigerian public conversation every day through Nigeria Pulse, analyses official data, publishes its methodology in full and licenses published data CC BY 4.0.
Background
What Kantar Nigeria does
Kantar is a global brand and marketing research network. It groups its work into Signal Intelligence, covering brand monitoring and guidance, customer experience and consumer and retail trends; Decision Intelligence, covering creative testing and optimisation, media effectiveness, innovation and product development and marketing ROI measurement; and Strategic Intelligence, covering brand strategy, consulting, qualitative research and sustainability.
Its published scale figures include 8,000 product innovations tested, 22,000 brands tracked and 65 million interviews conducted. For global brand measurement with cross-market benchmarks, that depth of normative data is a real asset a specialist cannot replicate.
Service groupings and scale figures as published on kantar.com. We make no claim about their Nigerian operations or pricing.
Our work
What NigeriaPolls does
We are a Nigerian primary research firm. We design and run original studies across all 36 states and the Federal Capital Territory.
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. We will field your instrument as written, or sit down and work out what the decision actually turns on, what can be measured, and which questions will survive contact with a Nigerian respondent. A question that reads well in a boardroom frequently needs rewriting before it works in Hausa on a phone call, and knowing that in advance is most of the job.
Political and electoral
- Voter sentiment and voting intention tracking
- Candidate and party favourability, issue salience
- State, senatorial district and LGA level reads
- Turnout modelling and scenario analysis
- Political risk research for investors and operators
- 1,701 office holders across 36 states and the FCT
Commercial and social
- Brand health tracking, market entry, concept testing
- Pricing research and segmentation
- Customer experience, NPS and employee experience
- Qualitative: focus groups and in-depth interviews
- Mystery shopping and omnibus studies
- Monitoring and evaluation, audience research
How we reach people
Our phone sampling frame holds over 11,000 random-digit-dial Nigerian mobile numbers spread across all 36 states and the Federal Capital Territory. Random-digit dialling gives every number in the frame a chance of being reached, which is what lets a study be designed to be read at state level rather than only as a national headline.
Beyond the frame, Nigeria Pulse tracks Nigerian public conversation every day across the platforms Nigerians use, and we analyse official data from bodies such as NBS, INEC, WAEC and NPC. Fieldwork runs through a network of field partners. Nigeria Pulse is a signal about what people are discussing, and it is kept separate from polling.
How we publish
Every NigeriaPolls poll publishes its question wording, field dates, response basis and sample size, so readers can judge a result for themselves. Open votes on nigeriapolls.com are an open, self-selected sample, and we say so wherever they appear. The full method is published at nigeriapolls.com/methodology, and our capabilities are listed at nigeriapolls.com/capabilities.
Side by side
At a glance
| NigeriaPolls | Kantar Nigeria | |
|---|---|---|
| Focus | Nigeria only, in depth | Global brand and marketing research |
| Brand and consumer research | Yes, in Nigeria | Yes, with cross-market benchmarks |
| Political and electoral polling | Core service line | Not a published line |
| Sampling frame in Nigeria | Over 11,000 random-digit-dial Nigerian mobile numbers across all 36 states and the FCT | Not specified publicly for Nigeria |
| Also provides | Nigeria Pulse daily conversation tracking and analysis of official data | Brand monitoring and guidance |
| Data licence | CC BY 4.0 on published data | Proprietary |
What it means for you
Normative benchmarks, or a design built for this market
Where a global network is genuinely hard to beat is normative data. If you want to know whether your brand’s awareness score is good, the useful answer is good compared with what, and decades of comparable measurement across categories and countries is the only way to say. Where that benchmark is genuinely what the decision turns on, we will say so, and we will help you work out what the comparison is actually worth against a study designed for this market.
What a specialist brings instead is a design built for the market rather than generalised across markets. A sampling frame spread across all 36 states and the FCT rather than the most connected cities, because a digital-only study in Nigeria under-represents rural, older and lower-income people and reads as a more connected country than this one is. A method that is published. Analysis of official data alongside primary research.
There is also one line we cover that is not a published part of the global offer at all: political and electoral research. Voter sentiment, candidate favourability, turnout modelling and single-state reads are core work for us.
Before you commission
Five questions worth asking any research firm
Ask them of us too. Our method is published at nigeriapolls.com/methodology.
- Is this primary data, or analysis of data someone else collected? Both are useful. Knowing which you are buying is not optional.
- How many states will actually be in field, and which ones? Zonal representation is not state coverage.
- What is the sample size, and what breakdowns will it support? Ask how many respondents sit behind each cut you intend to report separately.
- Can I read the full methodology before I commit? Sampling frame, weighting, quality controls and limitations should be published, not described on a call.
- What does it publish about each poll? Question wording, field dates, response basis and sample size should be on the page next to the result.
FAQ
Frequently asked questions
Does Kantar operate in Nigeria?
Kantar is a global brand and marketing research network operating across many markets including Nigeria. Its published solutions cover brand monitoring and guidance, customer experience, creative testing, media effectiveness, innovation, marketing ROI, brand strategy and qualitative research.
What can a Nigerian research firm do that a global network cannot?
Build a design for this market rather than generalising across markets: a sampling frame across all 36 states and the FCT, a published method, analysis of official data alongside primary research, and political and electoral research, which is not a published line for most global networks.
Which states does NigeriaPolls cover?
All 36 states and the Federal Capital Territory. The phone sampling frame holds over 11,000 random-digit-dial Nigerian mobile numbers spread across every state and the FCT, so studies can be designed to be read 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 does NigeriaPolls publish its method?
Every NigeriaPolls poll publishes its question wording, field dates, response basis and sample size, and the full approach is set out on the methodology page at nigeriapolls.com/methodology. You can read the sampling frame, the weighting approach and the limitations before you commission anything.
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.
Commission a study
Political, electoral, consumer or social. Tell us the question and the geography and we will come back with a methodology, a timetable and a fixed price.