The Chief Executive Officer, mSurvey Limited, a Kenya-based firm, Dr. Kenfield Griffith, has observed that while Nigerians like to express their opinions and give honest feedback, companies and brands are not able to capture the feedback in a meaningful or tangible way.
Griffith explained that the development makes it difficult for Nigerian brands to reconfigure their business practices to fit with their customers’ requirements.
Exploring the opportunities in the most populous black nation, mSurvey has concluded to expand its services into Nigeria with its mobile-first consumer experience platform.
Backed by international and African investors, including Safaricom’s Spark Fund, Cross Culture Ventures and Alpha Angels, mSurvey will be opening a new office and growing a Lagos-based team.
“This will enable Nigerian firms to quantify consumer spending habits, understand customers’ relationships with brands, and build a detailed and segmented map of the African consumer.
“We are excited to be expanding into the Nigerian market and capturing the daily consumer experiences of Africa’s most populous country.
In Kenya, we’ve seen many of our partner companies see an increase in sales, having used one of our products to better understand their customers.
“The question we are asking, and subsequently working with our clients to answer, is: how can you attract and retain your valued customers, if you don’t know how they feel about your product or
service?
