User Research in Nigeria

User Research in Nigeria

Remote or lab-based user research in Nigeria, with real customers and local, Senior UX Researchers

Nigeria is an important and growing market and one of the MINT group together with Mexico, Indonesia and Turkey. It is both a friendly and a dangerous place and for Western businesses thinking about organizing UX research or user research with their clients, it can be a daunting prospect. That is where UX24/7 comes in.

We are a global design research agency that operates with our own team of Senior UX Researchers. All our Senior UX Researchers have been evaluated as part of their joining process to ensure they have the skills, capabilities and experience to deliver user research and UX research to the high standards we expect.

Nigeria is a very immature market and so our team in Nigeria is very small – just one person in fact. However it is quality rather than quantity that matters when conducting user research in Nigeria and we certainly have the right capabilities.

Remote and lab-based user research in Nigeria

We run user research and UX research in Nigeria using remote and lab-based facilities. Remote methodologies use online screen sharing technologies and for Nigeria, Zoom is our tool of choice. Zoom is widely used in Nigeria buy those with good internet connection. But keep in mind that internet penetration is at only about 50% of the population.

For lab based testing we use a facility in Lagos. However, it is possible to carry out user research in other locations subject to travel restrictions. If Research facilities are not available we have various advanced testing kits that work in the various different facility set ups we utilize such as meeting rooms, hotels and community centers.

In all case we provide a viewing experience that includes picture-in-picture video and where required, simultaneous translation into whatever your native language is. Recordings of the sessions are also provided with your local language as well as with the English original – or local dialect if that has been specified.

Finally, our Senior UX Researchers provide a detailed analysis from the session. Our deliverables include observations and issues together with analysis and actionable recommendations. Our team all speak English so we are able to deliver a playback session with you in English or via a translator if necessary.

So, what are you waiting for? If you want to conduct user research in Nigeria, we can help.

Quick facts about Nigeria:

  • Main language/s spoken: English
  • Population: 210,716,386
  • Capital City: Abuja
  • Secondary Cities: Lagos; Kano; Ibadan; Port Harcourt; Kaduna
  • Currency / monetary units used: Naira
  • Literacy: 62.02% (2018 est.)

Where in the world is: Nigeria

map showing location of Nigeria in the world
Flag of Nigeria

UX Research and User Research in Nigeria

Generally speaking, Nigerians are outgoing and friendly, providing a good source of user feedback for your qualitative UX research.

Nigerians from the south of the country tend to be more direct, speaking in a louder voice than elsewhere. This should not be mistaken for anger or dissatisfaction.

It is not a first name culture and new acquaintances are expected to wait until they are invited before addressing somebody by their Christian name.

A number of religions are practiced but it is predominantly Muslim in the north and Christian in the south. Religious sensitivities should be respected.

A number of holidays are observed dependent upon religion. Primary among these are Christmas and Easter (Christian) and Id el Fitr (Muslim). Ramadan is observed among the Muslim communities, requiring fasting during the hours of daylight. This may impact upon the availability of participants.

If travelling to Nigeria to carry out research in person, be aware of the travel advice in place. Certain regions are deemed completely unsafe to visit and others only for essential purposes.

National holidays

1st January New Year’s Day
1st May Workers day
27th May Children’s Day
12th June Democracy Day
1st October National Day
1st November National Youth Day
25th December Christmas Day
26th December Boxing Day

Case study: User Research in Asia for Boden

Nigeria is just one of the markets where we organize and deliver international ux research and user research. If you have a requirement in Nigeria or any other market please get in touch using the form below and we will be happy to provide a no obligation quotation.