Competitive intelligence
Know what your competitors are doing, and where you can win.
Competitive intelligence puts what competitors offer, charge and say next to what buyers think of them. We combine desk research with store checks, mystery shopping and surveys of your competitors' own customers, across Nigeria's supermarkets, open markets and apps.
The questions it answers
Decisions that depend on what the other side is doing.
- Who are my real competitors, including informal and imported brands?
- How do their prices, pack sizes and promotions compare with mine, market by market?
- Which brands are my customers switching to, and why?
- How does their service compare with ours at the counter, on the phone and in the app?
- Where are they in stock and visible where we are not?
- What are they telling customers, and is it working?
What we look at
Six ways to see the competition clearly.
Most studies combine two or three of these. We choose them around your decision, not the other way round.
- 01Competitive landscape reviewWho competes for your customers, what they sell, how they price and position it, where they distribute, and what their published results and announcements say.Desk research
- 02Brand and switching surveyAwareness, consideration, use and preference for your brand and each competitor, asked of your customers and theirs, with the reasons people switch in either direction.Online and phone surveys
- 03Price and shelf checksPrices, pack sizes, availability, shelf share and promotions recorded for every brand in the set, across supermarkets, open markets and neighbourhood kiosks.Store visits and audits
- 04Mystery shoppingTrained shoppers use your competitors' branches, agents, stores and apps the way a customer would, and score them on the same checklist as yours.Mystery shopping
- 05Product benchmarkingYour product against theirs, tried at home by the people who buy the category, blind or branded, so you know where you win on the product itself.In-home product tests
- 06Campaign and promotion trackingCompetitors' campaigns, offers and social media activity logged over the study period, with what buyers remember of them.Monitoring and recall surveys
Our panel
Talk to your competitors' customers directly.
Every member of the Afridence panel is verified and profiled before they are invited, including which banks, networks, apps and stores they use. So we can reach the people who chose a competitor, quickly, and every response is checked before it counts.
How the panel worksProfile data we already hold
- Banks used
- Fintech apps
- Main network
- Store type
- Brand switching
- Category purchase
Clients see answers, never names: members' personal details stay with Afridence.
What you get
Clear comparisons, and what to do about them.
As a one-off study, or as a quarterly tracker that shows how the market is moving.
- Competitor map and profilesEach competitor on one page: offer, prices, channels, positioning, strengths and gaps.
- Price and pack comparisonSide-by-side prices and pack sizes by channel and region, with promotions noted.
- Brand funnel against competitorsWhere each brand loses people between awareness and loyalty, and why.
- Switching driversWho moves between brands, in which direction, and what would stop them.
- Service scorecardsMystery shopping results for you and each competitor, item by item.
- Where to competeA short list of moves: where to attack, where to defend, and what to ignore.
How a study runs
From brief to recommended moves.
- 01Agree the decision and the competitor setWhat you need to decide, which brands to compare, and which regions and channels matter.
- 02Start with what is already publicA desk review shows what is known, so field work is spent only on the gaps.
- 03Go to the marketStore checks, mystery shopping and surveys of your customers and theirs, from our verified panel.
- 04Read out and actFindings and recommended moves, then repeat quarterly if you want to track how the market shifts.
Intelligence gathered fairly
We work only from public information and from people who choose to take part. We never pose as someone else to obtain a competitor's confidential information, and personal data is handled under the Nigeria Data Protection Act.
Tell us who you are up against.
A 20-minute call with a researcher, not a salesperson. We reply within 24 hours.