nfinite Insight is a strategic market research and insight agency operating across the African continent. We are a team of experienced market research professionals, who have worked with blue chip clients across Sub-Saharan Africa, Europe and America. Our collective personal experience of working in these diverse markets informs our sensitivity to the peculiarities and cultural differences of individual markets. We adapt and fine-tune research tools and techniques to give you infinite insight...

1. INNOVATIVE
RESEARCH
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2. Get to know us...
Who we are…
Infinite Insight is a strategic market
research and insight agency operating
across the African continent.
We are a team of experienced market
research professionals, who have
worked with blue chip clients across
Sub-Saharan Africa, Europe and
America. How do we operate?
Our collective personal experience of We operate a forward integration busi-
working in these diverse markets in- ness model aimed at ensuring a more
forms our sensitivity to the peculiarities effective and efficient fulfillment of our
and cultural differences of individual client’s needs, whereby data collection
markets. and data entry are outsourced to reli-
able suppliers, all of whom have dem-
We adapt and fine-tune research tools onstrated to us their reliability and ad-
and techniques to give you infinite herence to stringent quality standards
insight... over the years.
This enables us to concentrate more
on study design and delivery; project
coordination, data analysis and report-
ing and insights.
Through this model, cost efficiencies
are gained along the value chain, thus
attracting low overheads – a value we
pass on to our clients through our
competitive pricing.
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3. Get to know us…
Our reach… Our industry focus...
Our base is the vibrant Nigerian mar-
ket…
…but our coverage extends across
West, Central, East and Southern Af-
rica.
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4. Our Track-Record
Over the years, each of the partners has worked with a number of high-
profile clients, either through their former companies or their own consul-
tancies. Here is a selection of clients whose projects we have worked on:
Infinite Insight on the Web:
Inspired by our philosophy of embracing in-
novation and cutting edge information tech-
nology, our site is so much more than just a
brochure...
Read our blog Interactive features for visitors to commu-
Follow us on nicate with us directly, get news or engage
in discussions...
Platform for launching state of the art research
Learn more about techniques, both qual and quant...
our solutions
Database for future online panels...
www.infiniteinsight.org 4

5. Our Portfolio...
Our expertise... Our branded solutions...
Innovation and Product Development • Infinite Audit Scope™
Concept Acceptance Testing
Product Acceptance Testing
Discrete Choice Modelling
Multi-Attribute Trade-Off (Conjoint) • Infinite Concept Scan™
Product Space Mapping
Pricing Studies
Brand and Communication
• Infinite C-Scope™
Usage & Attitude
Brand Trackers
Segmentation & Positioning
Retail & Shopper
• Infinite Value Builder™
Online Interactive
Concept Screener
Packaging Optimiser
PLus
• Infinite U&A
Qualitative
Traditional: FGD, IDI, etc.
Online: iBlog, iInterview, etc.
• Infinite Qual
Media & PR
Audience Ratings Surveys
Campaign Effectiveness
• Infinite MyShopper™
Stakeholder Management
Customer Satisfaction
Churn Management
Employee Engagement • Infinite EnviroMetR™
Mystery Shopping
Technology
User Acceptance Testing (UAT) • Infinite Ad MetR™
User Experience Design (UXD)
Request more details:
info@infiniteinsight.org • Infinite UAT & UXD™
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6. Infinite Concept Scan™
Infinite Concept Scan™ is Nigeria's
first online interactive solution for
Concept testing and Pack / Advert
evaluation
Infinite Concept Scan™ combines
the advantages of CAPI and online
surveys
Infinite Concept Scan™ offers rapid
turn-around, which even allows for
same-day reporting
Infinite Audit Scope™
Infinite Audit Scope™ is a
complete stakeholder man-
agement solution
Infinite Audit Scope™ pro-
vides multi-dimensional
measurement of relationship
strength and quality
Infinite Audit Scope™ allows
for continuous performance
monitoring
Infinite Audit Scope™ is ideal
for managing corporate repu-
tation
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7. Infinite Value Builder™
Infinite ValueBuilder is based on the conjoint analysis technique
Conjoint is a multi-attribute trade-off technique which supports the management
of the whole product development and re-launch process by measuring how
customers value components of a product or service bundle
Depending on the business objective, we apply the most appropriate technique
i.e. Full profile, Discrete choice modelling, ACA
It shows the relevance of an attribute in purchasing decisions
Enables the identification of consumer types with similar preferences
Price function allows the identification of price sensitivities, areas of inelasticity
and barriers
Decision behaviours can often be simulated by means of preferences shares
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8. Infinite C-Scope™
A peek into our market segmentation philosophy and model
Our approach to segmentation recognises the uniqueness, dynamism and individu-
ality of markets. This is because from our experience, global solutions and ‘one-size
-fits-all’ brands have all too often produced less than actionable results for the highly
diverse African market place.
Our Infinite C-Scope™ model utilises a scalable algorithm in analysing behavioural,
attitudinal and classification information gleaned from markets through exploratory
methods, towards delivering a custom built market segmentation.
The most successful market segmentation model in Nigerian services sector
to date
Infinite C-Scope™ model is a multi-dimensional segmentation model which
has a concentric model of needs at its core and acknowledges the process
driven nature of decision making and consumer behaviour
Infinite C-Scope™ model utilises a scalable algorithm in further analysing
input variables gathered from markets through exploratory projective qualita-
tive methods, towards delivering a custom built market segmentation
Flexibility provides client with opportunity to introduce modifications at every
stage of the process
Accommodates both categorical (such as demographics, LSMs) and con-
tinuous variables as input variables
Proven ability to help develop value propositions for new product develop-
ment
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9. Infinite U&APlus
Infinite U&APlus monitors market
developments with regular up-dates
on brand performance
Infinite U&APlus provides U&A-quality
brand diagnostics based on a large,
quarterly combined sample
Infinite U&APlus combines dipstick
market updates with periodic market
analysis
Infinite Ad-MetR™
Infinite Ad-MetR allows second by
second evaluation of TV, radio and
online commercials
Infinite Ad-MetR combines a number
of parameters to assess an advert’s
effectiveness
Cognitive and emotive factors form
an Ad Impact Index
In its interactive format, Infinite Ad-
MetR is the perfect companion to
Infinite Concept Scan
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10. Infinite MyShopper™
What is MyShopper?
MyShopper™ is a simulated model of shopping behaviour, where shoppers are
presented with a hypothetical out of stock scenario of their product in actual
shopping situations, i.e. at the point of sale (stores, shops, markets, etc.)
For instance, a shopper might be interested in buying a particular product, if the
product were out of stock or currently unavailable, what other product will they
purchase? Is the alternative going to be the same brand or similar in price, size
or packaging format etc? This can be determined by what attributes the shopper
considers as most important
MyShopper™ therefore helps to determine the weight of individual product at-
tributes such as brand, benefits, price, etc. when shoppers have to make a
decision in an out of stock situation
By this unique approach, we are able to determine what drives satisfaction for a
particular category and also what shoppers switch to once their product is un-
available
MyShopper™ assists clients and retailers to better under-
stand how shoppers behave in front of the shelf, and as a
result, help to guide product development strategy and
planogram design; the optimal use of available shelf space
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11. Infinite UAT & UXD™
What is User Acceptance Testing (UAT)?
♦ It is checking a system in the context of the
business environment in which it will operate,
and demonstrating that the system is fit for
use in the business
♦ It is based on the premise that:
• a newly installed IT system or equip-
ment may not be acceptable, even if
it meets specification
♦ Therefore, it is imperative to test the system
amongst real business users who will oper-
ate the system
♦ These are typically end users and stake-
holders such as:
• Staff, suppliers and customers
UAT helps minimise resource,
reputation and business
performance risks
What is User Experience Design (UXD)?
♦ User experience cannot be designed, instead
you can design to evoke a certain kind of ex-
perience.
♦ For example, a website can be de-
signed to deliver hedonic benefits
♦ Therefore all aspects of the user’s interaction
with the system are investigated: how it is:
• perceived, learned and used …
♦ The objective is to ensure that the product or
service creates a such a user experience
UXD helps improve the overall usability
of a system, thereby minimising
business performance risks
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12. Infinite EnviroMetR™
Successfully operating in the present and future global market increasingly requires
the management of environmental and social liabilities whilst ensuring economic
viability.
Our approach to corporate responsibility helps companies to achieve environmental
and socioeconomic sustainability along their value chain, by offering services in risk
management and communication, supply chain and stakeholder management in
addition to environment and social impact assessment and management
Risk management and communication have
become key elements of good corporate
governance. We help to identify possible
local / international risks to your operations
as well as bridge the gaps between expert
risk assessment and risk perception by con-
sumers, through optimising management
and communication strategies
The performance of local partners in your
supply chain and stakeholder perceptions
have a direct impact on the sustainability of
your company. We help in developing and
assessing supply chain policies and per-
formances based on identified risks and op-
portunities as well as advising on suitable
stakeholder engagement strategies
Impact assessment provides opportunities
for proactive management of possible social
and environmental risks and liabilities before
project operations. We help in the identifica-
tion of these risks and advise on appropriate
mitigation actions
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13. Infinite Qual
Our bespoke offerings are varied and depend on market and client needs; our ex-
perience and flair for creativity enable us to tailor methodology to exclusively meet
the needs and requirements of each individual project including those relating to
brand strategy, innovation and communications.
We help you to identify your current and potential customers and how they perceive
your company/products quality of service delivery. Determining key market trends in
your industry, improving your product offering, maximising brand performance,
keeping your current customers, gaining more customers and increasing revenue to
remain competitive has never been easier.
In addition to working with traditional qualitative methods such as Focus Groups,
Triads, Dyads, Extended Depth Interviews etc., we have also adapted a range of
cutting edge techniques, in line with global trends, to take advantage of the Internet
depending on specific target and study objectives.
Infinite Scan: for trends, attitudes, experiences etc, via social media moni-
toring
Infinite Explorers: homogeneous (online community) interacting on com-
mon interest, a different tool for insight into consumer's subconscious
Infinite IM: one-on-one via instant messaging e.g. yahoo messenger, MSN
etc. Effective platform to express feelings without any inhibition
Infinite iblog: anonymous online setting to facilitate openness and truthful-
ness in discussing sensitive issues; sex / STDs, finance, politics, etc
Infinite iInterview: an online Depth Interview technique via interactions be-
tween a formally trained moderator and respondent depending on study ob-
jectives
Online Sentence Completion: A projective technique which can also
stand alone; using online survey format and featuring 10-20 incomplete
sentences for the target to fill. Sample size and stimuli will be pre deter-
mined
Online Word Association: Technique uses same format as Online Sen-
tence Completion and is most suitable for exploring brand awareness, de-
termining brand imagery cum associations
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14. The Core Team...
Tosin Ogunkunle, Margit Cleveland,
Managing Director Director
Tosin is a top-notch quantita- For more than 25 years, Mar-
tive researcher with vast ex- git has worked in markets as
perience in international mar- diverse as Germany, USA
kets. He previously held sen- and Sub-Saharan Africa.
ior and consultant positions
Her prior work experience
having both technical and
includes Infratest-Burke (now TNS), Ger-
commercial remits at TNS, GFK and Holden
many; Mar’s Surveys, USA; Institut für
Pearmain in the UK, and RMS international,
Jugendforschung (now Synovate), Germany;
Nigeria- where he started his career.
and RMS International, Nigeria. In 2003,
He is a trained statistician, an MBA Margit won the “Best Conference Paper”
(marketing) degree holder with distinction Award at the Gallup International Conference,
and a PhD candidate in information man- Estoril; and she contributed to the GIA “Voice
agement from the University of Surrey, UK. of the People” book, 2006)
He also obtained a certificate of proficiency in
Margit has primary responsibility for directing
quantitative analysis from The Burke Institute,
and supporting all our research approaches.
USA.
Tosin’s strong analysis background and
knack for innovation has lead to the creation
Yemi Oniyitan,
of a number of trailblazing and highly suc-
cessful research products and solutions. He Associate Director
has overall responsibility for the business and Yemi is a seasoned qualitative
is a member of MRS, CIMN and AIS. researcher with more than 15
years of experience in the
industry, straddling both
agency and client side as well
Olalekan Tijani,
as local and international markets. He has
Research Analyst vast experience in FMCG, services, social
Lekan is a trained statistician and media studies. A graduate of political
(BSc.) with excellent analytical science (BSc.), Yemi is well tuned in to the
skills and high proficiency in socio-cultural and political interplay in con-
multivariate analysis techniques sumer behaviour.
and statistical data modelling using ad- He previously held senior positions at RMS
vanced statistical packages such as SPSS. Nigeria, where he lead a team of qualitative
Lekan’s expertise stretches over a wide researchers on a range of multinational ac-
range of accounts, ranging from consumer counts, and as Research Manager- Market-
FMCG to Technology. He is an integral ing & Development at Cache UK, he helped
member of the team whose analytic skills are to drive both qualitative and quantitative
being consulted right from the design stage of based projects in developing both content
projects through to delivery. and business strategy.
He also regularly participates in the in-house Most recently, Yemi was a consultant at Eu-
new product development work. romonitor International.
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15. Our Partners...
In line with our business philosophy, we formed partnerships with agencies and or-
ganisations, which enable us to provide our clients with the highest quality in field-
work, data processing and research techniques.
www.psi-nigeria.com www.researchsolutionsafrica.com
www.itracks.com
www.moowares.com Quar
ter ly
QUA
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Trac
Lagos LifeStyles
ker
WHO?
WHAT?
WHERE?
WHEN?
WHY?
Keep abreast of the latest
trends—before they happen
Online Groups with young trend-
setters and peer leaders 15
© Infinite Insight Ltd. MMX

16. Contact us
We are Nigeria’s first specialist
market research and insight
Where to find us….
agency for customised solutions
Infinite Insight Ltd.
Plot 48, Adeyemo Akapo Street,
Omole Estate. Phase 1
Ikeja, Lagos
http://www.infiniteinsight.org
Call us:
Our Values
Nigeria: +234-7094496147
Professional Integrity UK: +44-7737140538
Kenya: +254-727-600802
Gold-Standard Quality Assurance
Email us:
Outside the box thinking
info@infiniteinsight.org
Results-Orientation tosin.ogunkunle@infiniteinsight.org
margit.cleveland@infiniteinsight.org
yemi.oniyitan@infiniteinsight.org
Best Value for your Investment lekan.tijani@infiniteinsight.org
Sensitivity to our Clients’ Needs
As individuals, we are members of
these professional associations:
© Infinite Insight Ltd. MMX
Printed in the UK
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