Last updated: 13 October 2026. This is an informational guide, not a ranking or endorsement. Company details change, so verify every firm directly. We removed unsourced rankings from an earlier version.
If you are launching a product, entering a new market or planning a campaign, good research can save you money. Nigeria has a mix of global research firms, local agencies, polling organisations and fieldwork specialists. One Ipsos executive once described the local industry as young, with a need to build awareness of research among indigenous companies, and it is still uneven. Knowing which type of firm you need matters more than picking a famous name.
Firms and organisations to know
- NOIPolls: a Nigerian opinion polling and research organisation that says it has run public opinion research since 2006, and is Afrobarometer’s national partner in Nigeria. It works on polls, baseline surveys, perception studies and monitoring and evaluation for development agencies, corporates and the media.
- Ipsos Nigeria: part of the global research group, which entered Nigeria in 2011 and acquired Synovate’s local business in 2012. It offers consumer, brand and social research with data modelling and sample design.
- Nielsen Nigeria: lists qualitative and quantitative insight for businesses, including consumer measurement.
- STREAM Insight (Strategic Research and Management): a Lagos-based firm offering market and social research and management for governments, companies and institutions.
- Candino Research and Consultancy Services: a Lagos firm offering desk and video research, in-depth and online interviews, ethnography and focus groups.
- Random Dynamic Resources: a Lagos fieldwork company offering qualitative and quantitative data collection.
The directory Goodfirms listed 34 market research companies in Nigeria as of July 2026, which shows how many smaller players there are. Directories are paid or self-submitted, so treat them as leads, not proof of quality.
Which type do you need?
- A big brand testing a national campaign: a global or large local firm with national panels.
- A start-up validating an idea: a small agency, a freelancer or your own interviews. See our guide to why online surveys matter.
- A government agency or NGO needing representative opinion data: a polling body with field teams across states.
- A researcher needing interviews done in several cities: a fieldwork firm.
Free and low-cost sources first
Before paying, check what already exists. Official data from the NBS, CBN, NCC and SMEDAN, reports by the World Bank, Afrobarometer surveys, trade associations and consulting firms’ free surveys can answer many questions. For example, the NBS and SMEDAN MSME survey counted about 39.65 million small businesses in 2020. See our guides on internet penetration and the cost of living for examples of public data.
How to check a firm
- Verify registration with the CAC and ask for company details.
- Ask for past work in your sector and speak to at least two previous clients.
- Understand the method: who will be interviewed, how many, how they will be chosen and how quality is checked.
- Check data handling: the Nigeria Data Protection Act 2023 applies to personal data collected in surveys, so ask how consent, storage and anonymity are handled. See our guide to data privacy.
- Get a written quote listing deliverables, timeline, revisions and who owns the data.
- Start with a small pilot before committing to a large study.
Red flags
- Promises of guaranteed results or a particular answer.
- No explanation of sample size or method.
- Pressure to pay fully upfront with no contract.
- Refusal to share past work or contacts.
Next, read our companion guide to working with market research agencies, and our guide to entrepreneurship mistakes.
How to Compare Firms
| Criterion | What to check |
| Experience | Past projects in your sector and region |
| Method | Sampling, fieldwork quality and analysis |
| Reach | Ability to cover urban and rural areas and local languages |
| Ethics | Consent, privacy and data security |
| Value | Clear pricing and deliverables |
When Not to Hire an Agency
For a small test, you may do a quick survey, a set of customer interviews or a trial offer yourself. Start small, and hire help when the decision is large or the sample needs expertise. See how to hire a market research agency and small businesses that succeed.
Frequently Asked Questions
What does a market research company do?
It collects and analyses information about customers, competitors and markets to guide business decisions.
How much does market research cost?
It depends on sample size, method and coverage. Get several written quotes and start small.
Can I do market research myself?
Yes, for small questions: interview customers, run short surveys and use public data. Use professionals for large or high-stakes studies.
