How CCS Will Revolutionise Understanding of the Urban Nigerian Consumer
By Byron John
Insight & Innovation Director, Dentsu Aegis Network Sub Saharan Africa
In today’s unstable economy of recessions, budget cuts and dollar fluctuations marketing budgets are being hit hard and one needs to start thinking about consumers and the fact that they have less funds available to spend. Consumers are going to start making choices about how they are spending their income. Brands need to ensure that they are targeting consumers correctly and not using a shot gun approach. With smaller budgets, measurement and targeting the correct audience has become even more vital in today’s economy.
Instead of businesses defending their bottom line and delaying investing in research and development, they are not realising the implications of this on their long-term growth. Businesses need to see the value in researching consumer behaviour and attitudes to make informed decisions for campaigns, resulting in saving cost and increasing
ROI.
As the Insights and Innovations Director of Dentsu Aegis Network SSA, working closing with Media Fuse Dentsu Aegis Network (MFDAN), we saw the need in bringing the trademarked Dentsu Aegis Network consumer, lifestyle product survey, Consumer Connection System (CCS) to Nigeria. CCS enables brands to not only deliver more precise targeting by better understanding of the core target’s relationship with a category but also identifying the relevance of 80+ Paid, Owned and Earned touch points to that target group.
With Nigeria’s population at 186.9M in 2016 which is set to rise to 200M in 2020 and the rapid increase of over 139.4 M middle class consumers, the market is becoming saturated and finding a voice for your brand has become even more challenging in making a brand heard. This large market size holds endless opportunity though, to drive reach and recruitment for brands. This emerging consumer lifestyle is reassuring for business, if you actively take the time to understand their consumer behaviour.
Within such a large market CCS is able to integrate consumer insight, activate planning and buying so as to accurately feed communication strategy and tactical media planning. This bespoke, consumer centric, insight and planning system is specifically designed to help MFDAN clients target their communication messages and optimise their media investments more effectively across Nigeria and the rest of the globe.
Understanding how consumers are behaving and feeling when accessing multiple media channels, gives the power back to your brand to ensure budgets and resources are distributed correctly to guarantee the most effective engagement.
It is the only consumer study of its kind tangibly linked to the off and online planning & buying process. The output of our large scale nationally representative urban sample, feeds into other tools in the ‘system’ and allows us to overlay various data sources over the ‘benchmark’ study. This agility gives MFDAN an accurate understanding of the dynamic consumer ecosystems accustomed to each market.
In 2016, MFDAN administered their localised CCS Benchmark questionnaire to a nationally representative urban sample of over 6400 Nigerian consumers spanning 12 key consumers’ regions across Nigeria. Whilst global by design, the questionnaire was localised to cater for the media and consumer nuances that characterise the Nigerian marketing and media landscape. Respondents across SEC segments completed answers to questions which covered; Demographics, Psychographics and Attitudinal Statements, Brands, Views on Advertising, Technology access and ownership, Media reach and reaction variables across TV, Radio, Magazines and Newspapers, OOH, Internet/Digital, Cinema and Mobile. In addition, MFDAN gained good insight into their OOH behaviours including modes of travel, time spent travelling and attendance to various places including events and various shopping and consumer destinations.
Our CCS Benchmark Survey is unique in that it not only addresses the media reach dimension of consumer behaviour but covers the reaction to this reach through an investigation into their notice and engagement experiences with different types of ads, ad formats and categories. It measures the usage, influence & effect of over numerous channels.
Unlike other syndicated research studies, the key output of the CCS Benchmark data is the foundation into MFDAN’s advanced communications planning tool called CCS Planner.
With a powerful data source like CCS, a convergence planning discipline powered by an experienced and passionate team – this launch will certainly give MFDAN the birds eye few of the consumer landscape in Nigeria, allowing us to navigate the media landscape using the best research tool available to help our clients and their brands increase their bottom line.
Byron John is the Insight & Innovation Director of Dentsu Aegis Network, Sub Saharan Africa. He will be speaking at the Launch of Consumer Connection System (CCS) in Nigeria on November 17, 2016.
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