Study on Travel Decision Makers requested by client which needed to be target audiences from Nigeria, especially Abuja and Lagos

1. 1
Survey on Travel Decision Makers
Study Type
Ad hoc
Geography
Nigeria
Sample Size
200 completes
Target Group
Gen pop respondents from
Abuja and Lagos only

2. i
2
What was the research problem?
Our client had a research requirement which needed us to target audiences from Nigeria,
especially Abuja and Lagos. The target group had to be of medium to high income, with an equal
split in gender. This requirement made it a challenging quota category because the majority of the
online population is male and getting an equal split in gender was a difficult task.

3. 3
What were the challenges?
• Considering the complication associated with
penetrating the target audience, we suggested the
targets be from the general population, aged over 18
years, and they be screened by using a set of masked
questions to ensure that the objective of the study is
not made apparent during the screening stage itself.
• Conducting online studies in this market is difficult,
primarily because of the low internet penetration and
the nascent stage online communities.

4. 4
How did Borderless Access solve the problem?
Aggressive sampling was exercised to guarantee the desired deadline. In addition to usual sampling,
more female respondents were invited to the survey. This was done using the referral system, available
to our panel members. We were able to meet the demand of 200 completes and secure good responses.
Additionally, focused sampling and new recruitments were simultaneously carried out to satisfy all
quota requirements.
With strict quality parameters, we needed good responses from our panelists. With limited cost variable,
we worked out incentives to keep panelists motivated to take the survey as well as maintain his/her
engagement levels throughout. Thus, meeting all quality targets.

5. 5
Outcome
The efforts not only met the
expectations of managing
the required completes on
time but also opened doors
to many other business
opportunities with the client.
The client was very
impressed with our
comprehensive research
approach.

6. 6
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