Forget the Boardroom—The Streets Have Your Brand’s Report Card

When you ask an agbero about a product, his response might not fit neatly into a pie chart, but it’ll slap you with the truth.

When it comes to brand surveys, research, and reviews, many companies stick to the polished halls of data analytics, relying on spreadsheets and sanitized focus groups. Sure, these methods help organize trends, but they often miss the pulse of the streets—the raw, unfiltered feedback from real people who live your brand's reality.

But let’s paint a relatable Naija scenario here:?

An agbero with battle scars from navigating rowdy motor parks can give you a detailed breakdown of the best bandages in town—and which ones tear faster than sachet nylon. He doesn’t just know the name; he knows the price, the longevity, and the one that won’t leave residue on his skin. Throw in the best painkillers? The guy’s basically your pharmacist.?

Meanwhile, a roaming hawker—waist bent from carrying buckets of pure water or ewa-agoyin—is your go-to for the ultimate review of methylated rubs. She’s done a PhD-level analysis on which balm works best for muscle tension and can probably tell you the right price per weight to the naira.?

These folks are living, breathing proof of what works—untapped gold mines of insights just waiting for brands to dig in.

Let’s break it down into chunks, giving some sense to why my people are best suited for brand tallies and reviews:

?

They Are the Ultimate Field Testers?

Forget your Instagram influencer reviewing products from a cozy AC-filled room. Agberos, hawkers, and their counterparts are daily beta testers. They live out every ad claim— “long-lasting,” “pain-relieving,” “tear-resistant.” If a product doesn’t deliver, they’ll know, and they won’t sugarcoat it.?

Ask a hawker about the slipper brand she wears, and she’ll tell you which one survives hours on the hot Lagos expressway. These people live your brand’s promise or failure in real time. Who better to give authentic feedback??

?

They Know Their Audience (Because They Are Their Audience)?

An okada rider zipping through potholes has firsthand experience with the best raincoats or waterproof boots. But here’s the kicker: he’s also a micro-influencer within his circle. If something works for him, his friends, family, and colleagues will hear about it.?

These individuals are embedded within your target demographics. They’re not just users; they’re your brand ambassadors in waiting. And since their endorsements are rooted in real-life experience, their recommendations carry street credibility that no ad campaign can buy.?

?

Cost-Effective and No Jargon?

Market research can cost millions and deliver results that sound like an exam question: “On a scale of 1-10, how satisfied are you with this product’s XYZ feature?” Abeg, these guys will break it down in pidgin or vernacular, and that rawness is where the real insight lives.?

When you ask an agbero about a product, his response might not fit neatly into a pie chart, but it’ll slap you with the truth:?

“E dey work, but e dey finish quick.”

“That one na waste of money, na dis wan sure pass.”

Straightforward. No ambiguity. No corporate buzzwords.?

?

They Are Loyal, But Only to Quality?

Agberos, hawkers, okada riders, and their ilk have no time for loyalty that isn’t earned. If a product works, they’ll keep buying it, but the second it disappoints, they’ll switch faster than PHCN light.?

This brutal honesty makes them excellent subjects for A/B testing. Want to know if your product rebrand is hitting the right note? Test it on these guys. Want to gauge price elasticity? They’ll tell you when your “affordable” product is no longer affordable.?

Their direct feedback isn’t the only insight they bring to the table. In fact, it goes deeper than that—because these folks don’t just use products; they innovate with them.?

?

Street-Level Innovation?

Hustlers don’t just use products; they hack them. That small sachet detergent you designed for one wash? A hawker has figured out how to stretch it to three. That balm you thought was only for back pain? Someone’s using it as mosquito repellent.

Engaging these groups in surveys can uncover unintended uses for your products—insights that could lead to new markets or innovations.

How Brands Can Tap into This Goldmine?

Now that we’ve established why these everyday heroes should be on your research radar, here are some ways to engage them:?

• Street-level surveys: Take your clipboard and questions straight to the parks, markets, and motorways.?

• Partnership programs: Offer free products in exchange for honest reviews.?

• Localized focus groups: Create informal settings where they feel comfortable sharing their thoughts. Add small incentives like airtime or snacks to show appreciation.?

• Observe them in action: Instead of waiting for reviews, send reps to observe how these folks interact with your products in real time.?

?

Bottom Line: Respect the Hustle, Respect the Insights?

When it comes to market research, it’s time to shift focus from boardrooms to bus stops, from agencies to the asphalt. The people who live the reality of your products daily are the ones who can truly tell you what’s working and what’s not.?

So, the next time you’re crafting a brand survey or planning product feedback sessions, ditch the corporate groupthink. Engage the agberos, the hawkers, the okada riders. The streets are talking—make sure your brand is listening.?

UP NATIONAL!