The company is about revolutionalising marketing research in Nigeria. mSurvey will be expanding its operation in Nigeria with a new office in Lagos scheduled to open in March 2018.The company is a mobile consumer data collection platform. It leverages use of SMS and mobile messaging technology to get credible and on-demand data from consumers in Africa.Dr Kenfield Griffith, co-founder and CEO of mSurvey, said opening an operational office in Nigeria is a great opportunity for the business.“We’re 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,” Griffith said.The company was launched in 2012 and it is headquartered in Nairobi, Kenya. This move is part of the company’s strategy to consolidate its position in Africa.Why Nigeria is important to mSurveyNigeria has the largest consumer base in Africa. And many companies have taken this to mean presence of market potentials to drive growth and scale their operation.mSurvey also holds this view about Nigeria.“Nigeria is a tantalizing market for us to expand into; we know that Nigerians like to voice their opinions and give honest feedback – but all too often, companies and brands aren’t able to capture this feedback in a meaningful or indeed tangible way, so they are unable to reconfigure their business practices to fit with their customers’ requirements.”“This is where mSurvey can help – by enabling our customers to ask the right questions and speak directly to consumers, we can ensure that our clients can listen to and get really get to know their customers. In an ever competitive market, knowing how to retain your customers is critical to any company’s growth”.
