Case study
Media and communications
Tuning Into Nigeria’s Podcast Listeners
- Method
- In-depth interviews, online community and follow-up depths
- Markets
- Nigeria
- Region
- West Africa
- Challenge
- Audience understanding
01 / Brief
Challenge
A global broadcaster wanted to grow its podcast offering in Nigeria - but first needed to know what listeners really liked and what they were missing.
02 / Method
Approach
We ran in-depth interviews, an online listening community and a second round of depths to map how audiences find, choose and share what they listen to.
03 / Outcome
Impact
Confirmed brand trust and shaped a multi-platform awareness plan.
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