Methodology that
meets the moment.
We blend proven research methods with innovative data collection — ensuring accuracy, inclusivity, and relevance even in hard-to-reach communities across Africa.
Our five-step process.
Define the Question
We start by understanding your business problem, not just the research brief. Scoping the right question is half the answer. Our senior researchers engage deeply with your team to understand the strategic context, competitive landscape, and decision that the research must ultimately support.
- Stakeholder briefing and alignment sessions
- Problem framing and hypothesis building
- Scope definition and objective setting
- Budget and timeline planning
Design the Study
Qualitative, quantitative, or mixed — we select the methodology that best fits your objectives, budget, and market context. Every study design is bespoke. We never apply cookie-cutter templates; instead, we draw on over Many years of combined experience to craft the most effective research architecture.
- Methodology selection (CAPI, CATI, CAWI, FGD, IDI and more)
- Questionnaire and discussion guide development
- Sampling design and audience definition
- Pilot testing and quality validation
Field with Precision
Our local field teams conduct interviews, focus groups, and surveys with cultural fluency — in local languages where needed. With field forces fluent in over Many languages and operating across West Africa, we reach communities others can't — from Lagos high-rises to remote rural towns.
- Trained, supervised local field teams
- Real-time data monitoring and quality checks
- Multilingual interviewing in Many languages
- Urban and rural coverage across Many countries
Analyse & Synthesise
We go beyond numbers to uncover the human stories behind the data — patterns, tensions, and opportunities that drive decisions. Our senior analysts combine statistical rigour with interpretive depth, turning raw data into coherent narratives that reveal what's really going on in your market.
- Advanced statistical analysis and modelling
- Qualitative thematic analysis and coding
- Cross-tabulation and segmentation
- Insight synthesis and narrative building
Deliver Actionable Insight
Reports built for real people, not file cabinets. Clear, decision-ready formats tailored to your team's needs. We present findings in ways that resonate with your audience — from C-suite executive summaries to detailed technical reports — always with a focus on what you should do next.
- Executive presentations and workshops
- Decision-ready reports and dashboards
- Strategic recommendations and implications
- Follow-up consultation and support
Principles that guide every study.
Bespoke, not boilerplate
Every business challenge is different, which is why we take a bespoke approach to every project. We never apply templates where original thinking is needed. Your research is designed from the ground up for your specific context.
Africa-first thinking
We design research that truly reflects the African consumer — not a copy of Western templates adapted for the continent. Our methods, sampling, and analysis are shaped by deep, on-the-ground understanding of African markets.
Constructive challenge
We foster a culture of constructive challenge, encouraging clients to consider fresh perspectives alongside more traditional approaches. The best insight often comes from asking the question no one else has thought to ask.
Beyond the surface
We explore the unexpressed — those latent needs that often hold the key to genuine connection and growth. Surface-level data tells you what people do; we uncover why they do it, and what that means for your brand.
Genuine partnership
We don't just deliver reports — we collaborate to create strategy. We place your target audience at the very centre of your brand and strategic decisions, working alongside you from brief to boardroom.
Rigour in everything
Every study is executed to the highest methodological standards. Our research is not only rigorous, but genuinely revealing — because insight without integrity is just noise.
How we protect the integrity of your data.
Research quality is non-negotiable at Consumer Ideas. Every stage of the research process is governed by rigorous quality control protocols — from questionnaire design to final deliverable. Our senior-led teams personally oversee each project, ensuring nothing is lost between concept and conclusion.
We are members of ESOMAR, PAMRO, NIMRA, and the Insights Association — holding ourselves to the highest international standards of research ethics, data integrity, and professional conduct.
Pilot Testing
Every survey and discussion guide is piloted before full fieldwork begins — identifying problems before they become expensive errors.
Real-Time Monitoring
Field supervisors and digital dashboards track data collection quality in real time, enabling rapid correction and compliance.
Back-Checking
A proportion of all interviews are back-checked by supervisors to verify authenticity, accuracy, and interviewer conduct.
Senior Review
All analyses and final reports are reviewed by a senior researcher before delivery — ensuring findings are accurate, complete, and decision-ready.