THE MARS RESEARCH PROCESS

Brief

Solicited and Unsolicited

Proposal Development (Brainstorming, Desk Research, Hindsight)

Proposal Writing - Background, Research Objectives, Research Strategy{Analysis of Objectives, Scope of Study, appropriate Methodology). - Sampling Structure/Field Procedures/Quality Control, - Time Frame and Budget (cost plus fee)

Research Execution

Commissioning and mobilization of research project, Finishes touches to design of research instruments (Qual & Quant), Briefing of Research Team (Review of Research Principles, Training on Questionnaires), Field Planning, Field Management/Supervision/Quality Control, Data Processing, Analysis and reporting

NATIONWIDE SURVEYS

OMNIBUS SURVEY

 Since inception in 1992, MARS has been conducting a quarterly pan-Nigeria omnibus survey on household consumer products. With sample size of 5,000, the survey covers over 60 urban and rural towns across the country. Subscribers to the survey include: Cadbury Nigeria Plc., Procter & Gamble Nigeria Ltd., and Johnson Wax Nigeria Ltd. Product groups covered include food seasoning, confectionary, food beverages, household insecticides, soap & detergent, air care, sanitary care, etc.

Pay Cable Television

 In 2008 and 2010 we conducted nationwide market evaluation study of the pay/cable television market for Hi Media Limited, owners of HiTV cable television service. The study covered 15 urban locations across Nigeria and a sample of 2,500 respondents spread across the various market segments. The scope of the study includes market sizing, brand share determination, brand perception, and competitive bench marking among others. The 2011 edition covered a sample of 3,000 and 21 urban locations.

PAN-NIGERIAN PUBLIC OPINION

 Since December 2013 we have been conducting a biannual pan-Nigeria public opinion tracking survey for the Nigeria Police Force. Covering the 36 states and FCT, the study involved a random sample of 5,000 Nigerians from all walks of life who were interviewed using a semi-structured questionnaire.

PRICE & DISTRIBUTION STRATEGY

 Until recently, we were conduction a quarterly nationwide price and distribution study for US multinational Procter & Gamble Limited. The survey which was later extended to Ghana, covered pricing and distribution issues in nine product categories: candy, sanitary pad, diapers, detergent, inhaler, Pringles, biscuit, hair shampoo, and toilet soap.

LARGE POPULATION BASED CAMPAIGNS

SOCIETY FOR FAMILY HEALTH

 Conducted pre and post-intervention surveys on HIV/AIDS in Nigerian Bottling Company’s 17 bottling plants across Nigeria on behalf of Society for Family Health in 2005 & 2006.

FEDERAL MINISTRY OF HEALTH

 We were one of the two research agencies that conducted the Behavioural Surveillance Survey on HIV/AIDS among High-Risk Groups in 23 states and Abuja.

USAID

 In 2005, we conducted for COMPASS Project (a USAID funded NGO) a Baseline Data Collection for Health & Education Intervention in five states: Lagos, Bauchi, Kano, Nasarawa, and Abuja.

INDUSTRY SURVEYS

NITDA

 In the ICT sector, we worked as Technical Consultant for two landmark studies in Nigeria: ‘Baseline Study of the Nigerian ICT Industry’ for the National Information Technology Agency (NITDA) and ‘Socioeconomic Impact of Mobile Telecommunication Study’ for the Nigeria Communications Commission (NCC).

FedEx

among the top three courier companies in Nigeria. In 2007 and 2009 we conducted a study for it to determine among other things the size of the air express market in Nigeria, establish the relative market shares and market growth rate, and determine the destination profile for international market segment.

Nigeria Breweries Plc.

Nigeria’s leading brewer while its brands are leaders in their respective product categories. One key factor that has kept NB ahead of competition is its unwavering commitment to consumer satisfaction through the intensive use of consumer research. To that end, none of its new or existing brands is ever introduced to the market without firm consumer endorsement.

MOUKA LIMITED

 Mouka Limited is the leading manufactures foam mattresses and other lifestyle products. Over the past four years, we have conducted several qualitative and quantitative studies focused on product packaging and rebranding. We are currently engaged in a continuous study that tracks its brands’ performance (among the trade and consumers) relative to competition in key cities across Nigeria.

ROYAL EXCHANGE ASSURANCE PLC.

 Royal Exchange Assurance Plc is one of the leading insurance companies in Nigeria. Over the past few years we have conducted a number of qualitative and quantitative studies involving new product development, market share and size as well as consumer perception.

SMALL TO MEDIUM SCALE SOCIAL SURVEYS

ENHANSE PROJECT

(a USAID-funded NGO) aims at achieving enabling environment for developmental activities programming in Nigeria by fostering partnerships of organizations in both public and private sectors that can begin to enhance the environment for integrated health and education programs.
• As part of their several activities to achieve this dream, ENHANSE, in collaboration with its partners, developed a 30-page action point document targeted at about 8 different audiences. The message guide targeted four programme themes: HIV and AIDS/TB, Child Survival (CS), Reproductive Health, and Basic Education. To be sure that this document would achieve its set objective, ENHANSE decided to pre-test the document in terms of content and aesthetics.
• MARS was commissioned to conduct the study which involved 8 focus groups in each of 9 selected states across Nigeria (72 focus groups in all).

IPAS NIGERIA

(a Packard Foundation funded NGO) provides capacity building to nurse/midwives and doctors in post abortion care (PAC). Hitherto, systematic follow-up on trained providers was rare. In this Training Follow-up Survey, we followed up on about 300 trainees from 101 service delivery points in Lagos, Sokoto, Kebbi, FCT, Borno and Rivers.
• The objective of the survey was to establish the factors that were either hindering or facilitating providers in delivering high quality PAC services.
• As Ipas discovered constraints inherent in the delivery of high quality PAC services, a systematic step to removing these barriers necessitated the survey: Removing Barriers to Midwives’ Role in Providing PAC: a Survey of Opinion Leaders. Study covered nine states in the six geo-political zones of the country and the FCT.
• We have in January 2013 concluded a formative research for a proposed intervention by Ipas Nigeria in Abia State Polytechnic, Aba. The objective was to understand the reproductive health needs and challenges faced by the intended recipients (students) so as to guide the design and implementation of the intervention. Information obtained from the study was later used to finalize the quantitative tool among other tools used for the evaluation of the intervention. The study involved self-administered quantitative questionnaires (due to the sensitive nature of the subject) and separate FGDs among male and female students of the institution.

BENUE & OYO STATE

 In February 2012 we concluded a study in Benue and Oyo states on the perception and use of long-lasting and permanent family planning methods on behalf of The Respond Project of Johns Hopkins University Centre for Communication Programs. Conducted through focus group discussions and in-depth interviews, the study involved the use of free listing, pile sorting, multi-dimensional scaling methods for analysis.

Formative Research

 In March 2012 we concluded a Formative Research on Net Care and Repair in Nasarawa state on behalf of Networks, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, U.S.A. The study sought to understand the protective, adaptive, and repair behaviours among net users in Nasarawa State Nigeria, to inform the development of a care and repair pilot intervention in the state. Study involved six focus groups and 15 semi-structured in-depth interviews among adult net users in two LGAs. Our research tasks included adaptation and translation of the research tools into two local languages (Igbira and Gwandara), pre-testing the tools, conducting the FGDs and IDIs, transcription and back translation of the transcripts into English.

INSECTICIDE TREATED NETS

 In 2013 we conducted a four-stage campaign evaluation study on long-lasting insecticide treated nets (LLINs) in six states in Nigeria (Lagos, Ogun, Anambra, Kano, Katsina, and Niger) on behalf of The Support to National Malaria Programme (SuNMap). Involving a sample size of 9,300, the study covered trade and consumer respondents in over 50 urban, semi-urban, and rural areas of the target states. The study was conducted over a period spanning nine months.

SUNMAP

 In 2014 we also conducted a Formative Research preparatory to SuNMap’s intervention in three additional states: Kaduna, Enugu, and Jigawa. The purpose was to collect information that would be used in developing communication briefs, messages and materials tailored to state level peculiarities and for generic marketing of malaria prevention and treatment products. The study involved FGDs among pregnant women, heads of households, and mothers with children under 5 years, and IDIs among health service providers and community leaders.

NATIONAL MALARIA PROGRAMME

 In 2012 we also conducted a pricing survey for The Support to National Malaria Programme (SuNMap) in six states of Nigeria: Lagos, Ogun, Anambra, Kano, Katsina, and Niger. Involving a total sample of 3,600, the study sought to understand the cost dynamics within the distribution chain for LLINs with the view to easing impediments to access of LLINs by the poor and vulnerable in the target states. The engagement was limited to fieldwork management, data collection and tabulation. We conducted a repeat of the study in 2014.

Artemisinin Combination Therapy (ACT)

 In 2015, we carried out a three-stage Campaign Evaluation Study on Artemisinin Combination Therapy (ACT) and Rapid Diagnostic Test (RDT) kits for malaria SuNMap in nine states of Nigeria: Lagos, Ogun, Anambra, Kano, Katsina, Niger, Jigawa, and Enugu, Cross River. Involving a total sample of over 5,000, the study covers trade and consumer respondents in over 50 urban, semi-urban, and rural areas of the target states.

OTHER STUDIES CONDUCTED

Service Excellence Tracking Study for Ecobank Nigeria Plc.

This was a suite of studies conceived to keep the bank’s service excellence ideal on track. The study package included a Customer Service Audit (evaluating Premises, Employees, and Corporate Standards), Customer Satisfaction Survey, and Employee Satisfaction Survey. Study was conducted at quarterly intervals across the bank’s branches pan-Nigeria.

Brand Perception Study for Ecobank Nigeria Plc.

The study sought to determine how the bank was perceived among key target groups. The study was conducted via the focus group approach and involved consumer, commercial and institutional respondents in major cities in Nigeria.

FCMB Brand & Service Perception Study

Conducted across 12 key locations and involving 2,000 respondents, study assessed level of FCMB’s brand recognition, perception, awareness, loyalty, positioning, etc. Focus groups and field interviews were used.

Keystone Bank Employee Satisfaction Survey

Study assessed level of employees’ satisfaction with the bank, work environment, level of supervision, their training, their pay, etc. It was conducted anonymously through self-completed questionnaires across all branches and employee categories.

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