Your “Nigeria expansion Strategy” is a Joke Without Malokun Labs, We are Rewriting the Rules of Market Research.

I just wanted to tell you about the Sambaynoma riders in Kano.

These motorcycle taxi drivers don’t just navigate potholes—they’ve built a shadow economy around TikTok repair tutorials, Fura da Nono breakfast swaps, and coded lingo to outsmart police bribes. They’re a tribe, not a “demographic.”

At Malokun Labs our Persons of Interest (POI) groups —2,500+ members across 35 states, including Zamfara and Borno—aren’t tracking age brackets or income levels. We’re mapping rituals:

• Lagos street BMX bikers who use adrenaline and community as inclusive tactics to explore niche underfunded sports activity.?
• Aba traders who arbitrage Instagram trends into physical markets in 72 hours.

Global brands: Your “African consumer” persona is dead. Buried by subcultures you’ll never find in a McKinsey report.

Case Studies: How Tribal Insights Drive Real-World Impact

1. Moniepoint’s Fintech Revolution When Moniepoint needed to understand Nigeria’s POS agent network, we deployed over 40 field agents across rural and urban areas. Through immersive engagement, we uncovered regional pain points: service reliability vs. tech literacy gaps. Result? A roadmap to improve retention—proving that tribes demand tailored solutions, not blanket strategies.

2. Chicken Republic’s Mystery Shopping Masterstroke Food Concepts (Chicken Republic’s parent) tasked us with a nationwide mystery shopping exercise. Our POI network infiltrated stores, evaluating food quality and customer experience. The findings? Lagos millennials prioritize speed, while Port Harcourt customers value portion size is just one of many insights uncovered. The outcome? A revamped Tone of voice and a viral TVC campaign.

3. Showmax’s Streaming Dominance For Multichoice’s Showmax, we conducted sit-down interviews with Nigerian users and non-users. The insights? Nigerians want localized content (think Alté music docs, not Hollywood reruns). Today, Showmax leads Nigeria’s streaming wars—because we listened to the tribes, not the trends.

Malokun’s POI Database: A Cheat Code for the Culturally Illiterate

Here’s how we do it:

1. The “Market Woman Algorithm” Trained on 10,000+ hours of haggling rituals in Onitsha Market, our AI (Available Individuals) learned that a trader’s laugh pitch predicts discounts better than income data. We are saying, we can go closer to Nigerians than anyone cares to, analyzing nuanced behaviors that change across state lines. You can hire our field agents via Geturgent2k.com?
2. Buzzsporter Pro: Real-Time Tribal Intel Our POI members send real-time updates on trends via WhatsApp—like the Ibadan plantain chip boom predicted by a 300-member vegan group (this is not real life case study relax but you will get details on the best place to eat Amala in Ibadan, also detailed feedback on their favorite food delivery service beyond just NPS answers)?
3. PARA: Amplifying Consumer Voices Our web platform PARA can reward users for feedback. Imagine a Lagos POI group flagging poor packaging for a food brand, PARA would have transformed complaints into a redesign campaign—driving a 200% revenue spike.

Why you should work with us at this point:

1. Hire a “Ritual Analyst” Replace demographics teams with experts fluent in asoebi culture or Shaku Shaku dance challenges we are saying observers of fluent cultural insights are far more useful to you than exhausting reports that you can move the needle with.
2. Don't Forget Focus Groups— but also Infiltrate WhatsApp Groups Partner with our vetted POI micro-influencers (1,200+).
3. Measure “Cultural Capital,” Not Just ROI Track meme mentions, subtweets, and PARA feedback loops.

Your next million customers aren’t in a report—they’re in a WhatsApp group named “Motion Vibes” (an actual WhatsApp group in Lagos).

Let me help you understand:-

1. Emerging Consumer Preferences

• The POI community, comprising members well-acquainted with GetUrgent2K.com by Malokun Labs, can reveal shifts in consumer demands, such as new product categories, popular features, or service needs that resonate with Nigerian users. For example: Preferences for gig types or skill sets in high demand. Popular incentives or gamification features that drive engagement.

2. Behavioral Patterns Linked to Economic Pressure

• Members can help identify how Nigerians are adapting to rising costs (e.g., fuel prices, and food inflation). Trends like: Increased reliance on side gigs for additional income. Preference for brands offering discounts, loyalty programs, or bulk-buy deals. Shifts in lifestyle habits due to economic constraints.

3. Digital Tools and Platform Engagement

• Insights into how the community engages with digital platforms, revealing preferences for: Simplified and user-friendly interfaces. Social media trends shaping online behaviors (e.g., TikTok virality, WhatsApp group buying). Local adoption of fintech or e-commerce tools and barriers to adoption (e.g., mistrust, data costs).

The brands that win in Nigeria will stop chasing surface-level strategies for “scale” and start serving tribes.

Agree? Disagree? Tag a brand that needs this wake-up call. (P.S. Want to see the POI database in action? I’ll share a case studies from our 2024 BuzzSpotter Pro next week—.)

Why This Works for Your Brand:

• Cultural Cred: Anchored in Malokun’s 14+ market research projects and over 30M+ naira in incentives paid to POI members.
• Client Validation: “Malokun Labs transformed us into a data-driven team” – Food Concepts Limited.
• Multimedia Muscle: We bridge art and analytics from Burna Boy’s?Monster You Made?to Beyoncé’s?Black is King.

Backed by 5,000+ recruited researchers, 700+ active recruiters, and partnerships with giants like Moniepoint and Culture Foundry.