QSR Begins Operation, Harps on Importance of Social Research


The management of Questers Research Services (QRS) has called on business owners to take social research seriously as they move up the ladder. The QRS management also noted that businesses, especially small and medium enterprise, need qualitative social research to lean on.

Speaking at the official launch of the independent marketing and social research agency in Lagos, QRS Chairman, Lanre Fasakin, said that the firm is equipped to deliver cutting-edge marketing and social research services across the spectrum of the industry.

Speaking on one of the company’s cutting edge research services that attracted comments at the event – the QRS National Quarterly Omnibus Survey, Fasakin described it as a multi-client syndication study with capacity to cater for the needs of several sponsors simultaneously.

According to him, “Mostly targeted are the FMCGs and clients special areas of interest, the Omnibus is planned to cover 18 urban and 36 rural areas, as a continuous quarterly market monitor amongst 4000 households across Nigeria while it also has a flexible quota allocation that allows additional 50 special incidence sample at each urban location,”

The Questers team was led by Oludare Odetunde, a Statistician, whose strength lies in strong analytical and mathematical skills. “Team members are well established in the market research industry in Nigeria and other African countries with experience cutting across FMCGs, Reproductive Health, Telecoms, Beverages, Banking, Oil and Gas amongst other sectors”.

Fasakin further stated that the Questers Qualitative department is driven by a seasoned product and marketing strategist with about 12 years’ experience spanning advertising and marketing research while the team displays rare talent for moderation, reporting and generating insights that capture consumer disposition in a way that moves brands forward

As one of its ways to deepen professionalism, objectivity and quality outputs in the research industry, Questers deploys electronic devices such as the SurveyToGo (STG) platform for data collection to ensure quick turnaround timing/prompt delivery.

The platform is a Mobile Data Collection Software used to create, conduct and manage electronic mobile surveys almost at real time.
With access to a steady pool of over 500 interviewers and supervisors across the country, the company is positioned to deliver quality research services across all geopolitical zones in Nigeria.

According to the Group Chairman, the company’s unique selling propositions include fast turnaround timing, proficiency in use of scientific tools such as Dooblo for data collection and analysis; and individual staff and corporate membership of leading national and globally acclaimed professional research bodies such as the Nigeria Marketing Research Association (NiMRA), The Market Research Society (MRS) UK, ESOMAR and so on.

While dwelling on the company’s mission statement, the managing Director explains that the company does not wait for its clients’ briefs but it’s always proactive on ideas that will move the client’s business to the next level. “Personal touch enhanced by our relationship manager, we nurture and extol “relationship” and not “transaction” based engagements. Our goal is for the client to describe us as partner and not agency”, said Odetunde