Trend Reports & Data
Nigeria Wants Insurance Penetration to Reach 10%. The Hard Part Is Earning Belief.
An ambitious industry programme puts a familiar problem back on the table: people need a reason to believe the policy will work when life does…
Category: Trend Reports & Data
Original data, insights, polls, and observations
Trend Reports & Data
What Nigeria’s FMCG Giants Are Doing Differently in 2026
The biggest Nigerian FMCG companies are posting genuine recovery numbers in 2026, and the pattern across their results is consistent enough to be instructive: premiumisation,…
Trend Reports & Data
What Nigeria’s Inflation Is Teaching Marketers About Value
Inflation did not just change what Nigerians can afford. It changed what the word “value” means to them. Brands that are still marketing value as…
Trend Reports & Data
The New Nigerian Consumer Doesn’t Trust Ads. They Trust Screenshots.
Your billboard says the network is fast. The screenshot in the group chat shows the speed test at 0.2mbps. Guess which one the Nigerian consumer…
Trend Reports & Data
Unilever Nigeria Grew Revenue 26% in Q1 2026. The Number That Matters More Is 39%.
Unilever Nigeria's Q1 2026 results dropped last Thursday. Every outlet ran the 26% revenue growth headline. The number that tells the real brand story is…
Trend Reports & Data
Nigerian Advertising Has a Conference Season. The Conferences Are Not Producing Change.
Between HASG's committee inaugurations, the RANKED 2026 launch tomorrow, and the upcoming NAC 2026, Nigerian advertising is in its conference season. Every event produces panels,…
Trend Reports & Data
11 Nigerian Banks Did Not Advertise in Print at All in Q1 2026. That Is the Data Point Everyone Ignored.
The P+ Q1 2026 Print Audit monitored 29 Nigerian commercial banks. Eighteen were active advertisers. Eleven were not. The coverage celebrated the 18 who showed…
Trend Reports & Data
Most of Your Influencer Budget is Wasted — Here’s the Performance Data Nobody Talks About
We need to talk. Every other week, a brand in Nigeria is throwing money at influencers like confetti: “Let’s book 7 mid-tier creators and 1…
Trend Reports & Data
Why Nigerian Tech Startups Have Quietly Ghosted Big Brother Naija
There was a time… Big Brother Naija was the hottest billboard money could buy.And tech startups were first in line—flooding the house with logos, QR…
Trend Reports & Data
BBNaija Is Not a Marketing Strategy—Unless You Do It Like This
Every year, it happens: A new season of Big Brother Naija drops.Your CMO gets excited. Your agency panics.And suddenly, your product “must enter the house.”…