Market Research Companies in Lagos

Key figures for researchers

Last census

2006: 9,113,605 people (National Population Commission)¹

Federal estimate

12,550,598 (NPC/NBS projection for 2016, the latest published by state)¹

Lagos State estimate

27,281,339 (2020, Lagos Bureau of Statistics)²

Men / women

14,073,931 / 13,207,408 (2020, Lagos State estimate)²

Area

3,577.28 km², of which 780 km² is water²

Density

7,390 people per km² (2020, Lagos State estimate)²

Local government

20 local government areas (LGAs) and 37 local council development areas (LCDAs)³

Largest / smallest LGA

Alimosho 3,181,553 / Ibeju-Lekki 149,911 (2020, Lagos State projection)²

Household size

5 people on average (2020, Lagos State)²

Languages

the state is essentially Yoruba-speaking⁵

Phone and internet

25,956,074 active voice and 18,841,943 active internet subscriptions, the highest of any state (Q1 2024)⁴

Research guide

Research landscape

Lagos is where most market research agencies in Nigeria are based: local independent firms, offices of international networks, qualitative and B2B specialists and field-only suppliers. Many run national studies from Lagos with interviewer teams in the other states.

Lagos State has the highest number of active voice and internet subscriptions of any state, and it is where most consumer, B2B and executive interviews take place. National rules on personal data apply in full: see the Nigeria guide.

Who you will interview

There has been no census since 2006, and official estimates differ widely. The National Population Commission counted 9,113,605 people in 2006, and the latest NPC/NBS projection by state gives 12,550,598 for 2016. The Lagos State Government publishes its own 2006 figure of 17,552,942 and projects it at 3.2% a year: its Bureau of Statistics estimates 27,281,339 residents in 2020. Agree with the agency which series is used for quotas and weighting, and state it in the report.

Lagos State is essentially Yoruba-speaking, and English is the official language. Questionnaires for the general public are usually prepared in English, with Yoruba and Nigerian Pidgin versions or interviewers who speak them. English is standard for B2B and executive interviews.

Fieldwork in practice

The state has 20 LGAs, divided for local administration into 37 LCDAs. They range from Alimosho (3,181,553 people in the 2020 state projection) to Ibeju-Lekki (149,911). Agree with the agency whether quotas follow LGAs or LCDAs, and spread interviews across the main areas: Lagos Island and Eti-Osa (including Lekki), Lagos Mainland and the large mainland LGAs such as Alimosho, Mushin and Surulere, and outer areas such as Ikorodu, Badagry and Epe.

Of the 3,577.28 km² of the state, 780 km² is water, and the island, mainland and Lekki areas are linked by bridges and ferries. Traffic is a major constraint: allow generous travel time between interviews, group them by area and avoid crossing between the island and the mainland at peak hours. Phone and online methods reach many residents, as Lagos has more voice and internet subscriptions than any other state, but face-to-face interviews (CAPI) are still needed to cover all income levels.

Focus groups and qualitative research

Lagos is the main location for in-person focus groups in Nigeria, held in viewing facilities or in rented meeting rooms. Choose a venue in the same area as the target, as traffic makes cross-city trips long, and schedule evening groups with travel time in mind.

Ask the agency for its Lagos incentive levels, recruitment lead times and moderators’ languages; groups can be run in English, Yoruba or Pidgin. Senior B2B respondents often prefer online interviews.

Timing

The rainy season can slow face-to-face fieldwork and make traffic worse. For 2026, NiMet forecast a longer-than-normal rainy season and a delayed end of season for Lagos, with a Little Dry Season (August break) from late July that may be severe and prolonged over Lagos. Allow extra time for outdoor and door-to-door work in the wettest months.

Plan around public holidays: New Year, Good Friday and Easter Monday, Workers’ Day (1 May), Democracy Day (12 June), Independence Day (1 October), Christmas and Boxing Day, plus Eid el-Fitr, Eid el-Kabir and Id el Maulud, whose dates are announced each year by the Federal Government. The Lagos State Government can also declare extra work-free days: check its announcements before setting fieldwork dates.

Working with a Lagos agency

• Share a clear brief: objectives, target, sample size, LGAs or areas, method, languages and deadline.
• Agree which population series (NPC/NBS or Lagos State) is used for quotas and weighting.
• Ask how the agency plans field routes around traffic, and how it covers the island, the mainland, Lekki and outer LGAs.
• For focus groups, ask for the venue address, viewing options, moderation language and incentive levels.
• Compare several proposals: you can send one request to up to 5 Lagos companies from this page.

National rules (data protection, holidays, sampling across regions) are covered in our guide to market research in Nigeria.