Consumer Ideas

What Consumer Ideas does

Consumer Ideas Limited is a Lagos-headquartered, privately-held market and social research agency founded in 2013 that delivers bespoke consumer intelligence to brands, governments, and development organisations across Africa. The firm operates ten distinct research service lines covering opinion polls and social research, market research, media research, agricultural research, ICT and UX studies, health research, FMCG research, automotive studies, audits and mystery shopping, and large-scale household surveys, supported by an in-house methodology that spans computer-assisted personal and telephone interviewing (CAPI and CATI), CAWI, CASI, focus group discussions, in-depth interviews, and ethnographic observation, with real-time digital dashboards for quality monitoring during fieldwork.

The company's underlying technology is a mixed-methodology research platform rather than a software product: digital data collection tooling, multilingual local field teams, and quality control protocols designed for African urban and rural contexts. Consumer Ideas generates revenue through project-based professional services fees scoped by methodology, sample size, and geographic coverage, with no standardised pricing tiers; clients engage via direct email outreach categorised by project type, and senior researchers run all engagements. There is no publicly available API, no AI or ML capabilities evidenced, and no disclosed external investment.

The firm is founder-owned and bootstrapped, led by Managing Director Yemi Oniyitan alongside a small named senior team. Geographic reach spans West Africa (Nigeria, Ghana, Sierra Leone, Liberia, Benin, Gambia, Senegal, Ivory Coast, Guinea, Guinea-Bissau, Togo, Mali, Burkina Faso, Niger, Mauritania, Cape Verde) as the core market, with extended presence across East Africa (Kenya, Uganda, Tanzania, Rwanda, Ethiopia, Somalia, South Sudan, Burundi, Djibouti, Eritrea, Comoros) and Central Africa (Gabon). Distribution is direct, with growth driven by repeat business and word-of-mouth referrals; strategic alliances with Infinite Insight and South Africa-based Latitude Consulting extend continental delivery capacity.

Name

Consumer Ideas

Legal name

Consumer Ideas Limited

Website

https://consumerideasafrica.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Consumer Ideas Limited is a Lagos-based market and social research agency founded in 2013, delivering bespoke consumer and social intelligence across West, East, and Central Africa for FMCG, government, development, telecoms, healthcare, automotive, agriculture, and media clients.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Shopper Insights & Path-to-Purchase Research (MPAAAJAL), Market, Shopper & Category Insights / Research Services (CRAOAOAI)

Keywords

• Market research
• Consumer insights
• Social research
• Opinion polling
• FMCG research

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Research Services: Bespoke market and social research projects tailored to client objectives. Projects span opinion polling, market research, consumer behaviour studies, agricultural research, ICT/UX studies, and strategic consulting. Revenue generated through project fees based on scope, methodology, sample size, and geographic coverage.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Consumer Ideas is a Lagos-based market and social research agency that provides bespoke research services across Africa for brands, governments, and development organizations. Its offerings include opinion polls, FMCG research, ICT/UX studies, agricultural research, health research, automotive studies, media research, household surveys, audits & mystery shopping, and strategic consulting.

Product overview

Consumer Ideas operates as a unified market and social research agency offering a comprehensive portfolio of specialized research services. The company provides ten distinct research service offerings: Opinion Polls & Social Research, Market Research, Media Research, Agricultural Research, ICT & UX Studies, Health Research, FMCG Research, Automotive Studies, Audits & Mystery Shopping, and Household Surveys. These services are supported by a five-step methodology (Define, Design, Fieldwork, Analysis, Delivery) and delivered through multiple data collection approaches including CAPI, CATI, CAWI, CASI, FGD, IDI, and ethnographic observation. The company also offers Strategic Consulting as an advisory service that translates research findings into actionable business strategies. Geographic coverage spans West Africa (core markets: Nigeria, Ghana, Sierra Leone, Liberia, Benin, Gambia, and 10 additional countries) and East/Central Africa (Kenya, Uganda, Tanzania, Rwanda, Ethiopia, Somalia, South Sudan, Burundi, Djibouti, Eritrea, Comoros, Gabon).

Differentiator

Problem solved

Functional benefit

Products and services

• Opinion Polls & Social Research Design, fieldwork, and analysis of opinion polls and social research studies for policy, communications, and brand purposes, serving governments, brands, and development organizations across Africa.
• Market Research End-to-end market research services covering consumer and market insights across multiple African countries, serving brand and enterprise clients.
• Media Research Media-focused research studies that measure audience, content, and media consumption behaviour for media owners, advertisers, and brand clients.
• Agricultural Research Research services for the agricultural sector, including farmer and household studies, supporting development organizations, agribusiness, and government programmes.
• ICT & UX Studies User experience and ICT-related research studies, providing insights into technology adoption, digital behaviour, and product usability for ICT and digital clients.
• Health Research Health-focused research studies covering epidemiology-adjacent topics, health-seeking behaviour, and programme-relevant indicators for development organizations and government agencies.
• FMCG Research Consumer research services tailored to fast-moving consumer goods, including usage, attitudes, segmentation, and brand tracking for FMCG brands.
• Automotive Studies Research services for the automotive sector covering consumer preferences, vehicle purchase intent, and brand perception for automotive manufacturers and dealers.
• Household Surveys Quantitative household-level surveys covering demographics, economic activity, and social indicators, supporting development organizations and government studies.
• Audits & Mystery Shopping Retail audit and mystery shopping services that measure execution, availability, and customer experience at retail outlets for brands and retailers.
• Strategic Consulting Strategic consulting services derived from research findings, translating insights into actionable recommendations for brand, policy, and development clients.

Named customers1 record

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Infinite InsightcoreStrategic or Co-development PartnerResearch partnership extending capabilities and expertise. Infinite Insight is a research organisation collaborating with Consumer Ideas to deliver insights across African markets.
• Latitude ConsultingcoreStrategic or Co-development PartnerConsulting partnership based in South Africa. Latitude Consulting works alongside Consumer Ideas to provide comprehensive market intelligence services across continental markets.
• NIMRA (Nigerian Market Research Association)minorOthersProfessional membership in Nigerian Market Research Association upholding industry standards of research ethics and professional conduct.
• AMRA (African Marketing Research Association)minorOthersProfessional membership in African Marketing Research Association connecting with pan-African research community.
• ESOMARminorOthersProfessional membership adhering to highest international standards of research ethics, data integrity, and professional conduct.
• WAPOR (World Association for Public Opinion Research)minorOthersProfessional membership in global association for public opinion and social research professionals.
• PAMRO (Professional Marketing Research Organisation)minorOthersProfessional membership in pan-African marketing research organisation promoting industry excellence.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Kantar: Global market research and consumer insights powerhouse with established operations in West Africa, including Nigeria. Provides overlapping brand tracking, shopper research, and consumer insight services to the same multinational clients that Consumer Ideas serves.
• Mintel: Global consumer research firm providing market intelligence on FMCG, beauty, and consumer trends. Competes for consumer insight and product research budgets that Consumer Ideas targets, often through multinational brand clients.
• NielsenIQ: Global consumer measurement and analytics firm with a presence across African markets. Competes directly with Consumer Ideas' FMCG, retail, and shopper insight offerings, leveraging broader datasets and global benchmarks.
• Ipsos: Global market research firm with strong presence in Nigeria and across Africa. Offers social, opinion, and consumer research products that overlap with Consumer Ideas' service portfolio, including public opinion polling and UX research.
• Euromonitor International: Global market research firm publishing country and consumer lifestyle reports. Overlaps with Consumer Ideas' market sizing, consumer behaviour, and competitive landscape research, especially for clients needing cross-country African comparability.
• GfK (an NIQ company): Global consumer research firm known for FMCG, retail, and consumer durables insights. Operates in Africa and competes with Consumer Ideas' FMCG and shopper research, particularly on multinational brand tracking mandates.

Direct peers

• GeoPoll: Pan-African data and research firm known for mobile-based surveys across the continent. Closely comparable to Consumer Ideas in its Africa-first approach, multi-country field capability, and focus on consumer and social research across emerging markets.
• Research ICT Africa: Africa-based research organisation focused on ICT, digital access, and social research across the continent. Directly comparable to Consumer Ideas' ICT/UX and social research offerings and Africa-specialist positioning.

Emerging players

• Carato: African consumer and market research firm with presence across multiple countries. Comparable to Consumer Ideas in providing bespoke consumer and brand research across African markets, with a similar focus on emerging-market consumer insights.
• Datawise Associates: African market research agency operating across multiple African countries with field data collection, social research, and ICT studies. Closely comparable to Consumer Ideas' field-based, multi-country research operations across West and East Africa.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/consumerideas1
• LinkedInlinkedin.com/company/consumer-ideas
• Facebookfacebook.com/consumerideasafrica

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Consumer Ideas