BRENTT Consulting

BRENTT Consulting is a market research firm founded in 2005, which provides world class consumer and industry research services exclusively to SME clients and high value entrepreneurs. We have a proven track record and have consistently delivered first class services to our valued clients. We also build tailor-made strategies and services to appropriately suit each client.
BRENTT Consulting has written 147 posts for BRENTT Consulting

BHM and Brentt Consulting Announce the Release of the #NigeriaPRReport2016

PR Report 2016

Today, we launch the second edition of Nigeria PR Report put together by our research and intelligence division, in collaboration with independent market research firm, Brentt Consulting.

The goal of Nigeria PR Report is to purposefully place Nigeria on the global marketing communications map by producing annual analyses and giving significant insights that can help build a world class industry. Continuous research and open discussions will never cease to play a crucial role in developing the Public Relations industry.

This edition includes topics ranging from annual industry revenue to top skills needed for entry into the PR industry. The report was prepared for the use of agency CEOs, brand managers, students, teachers, institutions, journalists, consultants, regulatory bodies and researchers.

Following feedback from the inaugural report, research was carried out in two stages: quantitative research was pooled from an online survey which adhered specifically to the ESOMAR Guideline for Online Research, while qualitative research was derived from focus group sessions and individual interviews covering four PR stakeholder groups namely Staff, Agency CEOs, Media and Clients.

The online survey was sent out to approximately 200 respondents between October and December 2016 while 40 participants were invited for the focus group sessions. 192 people started the survey but 67 filled and completed the process. 24 people attended the focus group sessions. Majority of respondents were sourced from Lagos state, the focal PR industry location.

Here are some highlights from the report:

Other crucial subject matters explored include tools and methods for gauging success of PR campaigns, names of all PRCAN certified agencies in Nigeria as well as new and existing agencies in the process of being certified by PRCAN; challenges, threats and perceptions for improving the industry.

Speaking on the release of Nigeria PR Report 2016, Founder and CEO of BHM, Ayeni Adekunle noted, “Different industries are making great use of data, As PR practitioners, it is imperative that we are at the forefront of crafting our narrative and enhancing the processes of communication by making use of the goldmine of big data available to us. We are confident about the future of PR here and abroad, and doing the Nigeria PR Report annually is a demonstration of our organization’s belief in what is possible. 

We’re grateful for the support of CEO of Brentt Consulting, Lola Talabi-Oni, President of African Public Relations Association (APRA) and Group Chief Executive of CMC Connect, Yomi Badejo-Okusanya, COO ID Africa, Femi Falodun, Marketing Manager of Interswitch Group, Olawale Akanbi and Dr. ‘Bisi Olawuyi of the Department of Communication and Language Arts, University of Ibadan and others who made the creation of Nigeria PR Report 2016 a success.

Download Nigeria PR Report 2016 here.

Follow the conversation via the official hashtag – #NigeriaPRreport2016.


In Defense of “African” Research

I was very excited to read across my timeline that L’Oreal South Africa was increasing its focus on new products for the Sub-Saharan African woman. To read even further that this was part of a larger strategy which saw the beauty products giant open a new Research & Innovations centre in Johannesburg, South Africa only served to pique my interest even more. However, my heart begin to sink almost immediately I passed the first paragraph of the article/press release. Full disclosure here – I’m a researcher who has been working in the Nigerian market for almost 12 years now and this experience has made me a little bit sensitive about the Nigerian and African consumer. It seems to me no other consumer anywhere else in the world is so readily misunderstood, brushed aside, and painted over. I get it – it is a tough terrain and it’s hard to understand what’s what sometimes, especially in the bustling, hustling heart of megacities like Lagos, but because it seems chaotic doesn’t mean that there aren’t valid insights or patterns to behaviour that can be analysed. Just like anywhere else. Most importantly though, with Africa, with Nigeria, you have to be here – right in the middle of things – to fully understand its complexity.

The first sentence that had me wiggling in my seat uncomfortably was a statement attributed to a L’Oreal senior executive that “African consumers don’t have today a great freedom to do what they want with their hair without pain, money and effort.” Hair is probably one of the most important part of an African woman’s identity, even the lack of importance placed on it can be a statement in itself. Most of us have childhood memories tied to the rituals of getting your hair done and in adulthood the idea that your hair is some sort of a crown is one that resonates very deeply. Would African woman describe the ritual of “getting your hair done” as one that exemplifies a lack of freedom wrought with pain? Our hair is a thing of pride and not a thing of bondage! The article goes on to declare,

“African hair comes with a unique set of challenges: it’s more fragile than Caucasian hair, it grows more slowly and it’s more difficult to manage.”

Well yes, if the benchmark is Caucasian hair I suppose. But to truly understand the African hair consumer would it not be more helpful to think of our hair, not in comparison to a Caucasian ideal, but as a thing of its own? The number one trend in African hair (or black hair globally) is an embracing of its beauty and natural texture, and the realisation that it is incredibly flexible. Following on from this is a totally seemingly contradictory trend of a full embrace of wigs. African women love switching it up – different styles, textures, colours, etc., while still keeping a keen eye on what grows underneath.

I started to wonder, did research not throw up any of this? Did L’Oreal somehow miss African women’s complex relationship with their hair? Is South Africa with its population of 53 million truly boast of a hair care market of $450m, over $150m more than Africa’s most population nation (and the most populous black country in the world), Nigeria? As a global giant in the hair and beauty industry, I am entirely sure that L’Oreal has access to the best researchers and data but this then truly illuminates a pertinent gap. The giant in the room in the world of African consumer data is that the likes of Euromonitor and Mintel must begin to work with local researchers who have a better understanding of the context of consumption. It is nearly impossible to understand what is happening in this market from a London or Johannesburg office. It is no longer enough to say there’s no data on the African consumer, but to start to insist that local researchers are part of, if not taking a lead role, in studies that directly affect their market. To be fair, African research organizations have been doing this for years but much of this work is ignored or glossed over because it is not catalogued in an international journal or highlighted at an international trade fair with a multinational logo emblazoned all over its pages.

African consumer data does exist, and manufacturers who are committed to exploring this market must also be committed to listening to voice of its consumers, even if it is coming via a makeshift salon by the side of a dirt road.

Nigerian PR Industry Survey 2016

We’re so excited to be partnering with BHM Group to coordinate the data & research work behind the 2016 Nigerian PR Industry Report!!  The annual report, the first of its kind in Nigeria, dedicated exclusively to chronicling data on trends, perceptions, challenges, and prospects within the industry.

…dedicated exclusively to chronicling data on trends, perceptions, challenges and prospects within the industry.

If you are a PR/Corporate Relations professional we would love to hear your opinion! Kindly fill out our survey here. It takes just a few minutes and you can register to be one of the first to view the report when it launches Q1, 2017


We’re Hiring!!!


So much exciting stuff is happening at Brentt HQ and we’re looking for just the right person to add their shine, pizzazz, and can-do attitude to the executive team.  Sounds interesting?  Check out what we’re looking for below and give us a shout. We’re excited about meeting YOU!

COO Job Description

Brentt Teams Up With Mamalette for Moms!

We’re very excited to partner with the #1 website for Nigerian moms and moms-to-be to find out their experiences and challenges raising a child in Nigeria today.  This initiative is a first of its kind in Nigeria and as always we are super excited to finally give a voice to the unique experiences of millenial Nigerian moms!

If you are a mom of a young child (0-5 years old) or an expectant mom, and are willing to participate in this inaugral focus group session, please hurry up and sign up on the Mamalette site.  We can’t wait to meet you!


5 Simple Tips to DIY Your Market Research

So, you have that awesome fantastic business idea but everyone keeps telling you to do “market research”?  Or you’re already up and running but know that you could do so much more if only you had more data?  Whether it’s data about your customers or insights into your industry/market sector, market research can be the difference between sustainable profits and unexplainable failure!  Still don’t trust data or think “market research” is not necessary once you have a gut feel?  Consider these points:

  • Mistakes are expensive.  Every business decision is a risk but wrong decisions can be very costly in terms of time, manpower, and cash. No matter what you may *think* you know, accurate data will always reduce your chances of making mistakes.
  • See your blind spots.  You don’t want to be the company that’s focusing on a tree while the forest is behind you. Marketing intelligence enables you to utilize your finite resources efficiently thereby ensuring that competitors don’t steal your lunch.
  • Stay ahead of the game. Research can capture emerging trends and behaviours that can be capitalized on for profit. Knowing how many Nigerians download apps in the Google store may help you plan sales for your business through an app.
AFP PHOTO / ERIC FEFERBERGERIC FEFERBERG/AFP/Getty ImagesTOPSHOTS Displaced people raise their ha

Okay, convinced but no idea how to even start? While robust and comprehensive research is best left to the professionals (ahem, contact us we’d love to help!), here are 5 simple tips to help you start off with no hassle.

  1. Start With The End. Before you start anything think about what you are hoping to get out of it – what will you use the data for? Write down 1 or 2 actions or strategies that you would like to come out  as a result of the research collected (seriously, write them down right now!). Try not to be vague, but be specific about what data will be used for. Example: I want know what people don’t like about their local supermarket so I can offer better products/services.
  2. Ask Good Questions.  No, really -ask really really good questions.  Research is only as good as the questions that are actually asked and the saying “garbage in garbage out” is practically the golden rule of research. Think long and hard about the questions and make sure they are as clear, short, and unambiguous as possible.  One common mistake is to lead the responder which is a sure fire way to rubbish your results.  Example:  “Don’t you think this packaging is just too distracting?”  People don’t like disagreeing, it’s just too much work.”
  3. Choose A Platform. These days there are many ways to collect information.  Google forms is probably a good place to start but this is also Nigeria so don’t forget the tried and true method of simply printing out forms and asking people to fill them out for you. Yes, many people are online, but remember your target audience may not be or you may not want 100% of your response to be from social media addicts for example. Use a platform or combination of platforms that capture the whole range of who your target audience could be.
  4. Use Your Network.  This doesn’t mean ask everyone you know to fill your survey.  That would also result in a bias in selection. The goal is to reach a diverse set of naturally occurring individuals.  Ask friends to ask friends and those friends to ask other friends, use social media to reach strangers, use online forums, etc., to try and fan out your response to as many people from different circles as possible.  Encourage sharing.
  5. Be Open Minded. So you’ve collected all this information, how do you make sense out of it?  Remember to listen to what people are saying without trying to interpret what you think they mean, and don’t fill in the gaps of what they have not said.  Data is not subjective or emotional, it is just what it is. If there are one or two questions that seem confusing or unlikely, don’t be afraid to call one or two people up to discuss and clarify.

Still a little confused?  We are always ready to help your business grow.  Contact us and one of our expert analysts will start you off on the road to accurate & reliable data.  Go on!

It’s Here…Nigerian Consumer Trends 2016!

The wait is over!  No more refreshing our blog or slideshare account waiting for the holy grail of Nigerian Consumer reports, it’s finally here!  Fresh off the presses, check out our predications for the trends that will drive consumers and brands this year. As always, these kinds of reports don’t do the work for you.  So how do you use this report to become the hero of your office?

  1. Connect. Reach your target audience at the point that matters most to them. This trend study can inspire brand owners to create marketing communications that is relevant and organic to the brand user’s lifestyle.
  2. Engage. Actively craft strategy that interacts with your client in his or her natural turf…seamlessly. Brand activations need not be staid, static affairs where consumers are pulled in reluctantly.  They can be little daily interactions that encourage trust & loyalty.
  3. Research. Deep dive into trend points to find out the extent of adoption within your own target audience and specific meaning for your brand.

Full report is available here.

Consumer Trends 2016


Agency Name Pronunciation Guide


FffffffFFFF is french for FFFFFFFF.

Nuff said.  Watch.

Put Your CV on Amazon? Why Not!

Phil Dubost was looking for a job.  Phil Dubost thought, “Hmmm, how can I make myself standout in a see of CVs?  Phil Dubost created his own mock Amazon site and listed all his experiences, skills, and interest.

Phil Dubost is Awesome.  He’s probably hired at this point.

Check it out:


Read the whole site here.

Lotion + Jeans = Lotion Jeans. Thanks Wrangler!

Wrangler Jeans is releasing their new line of Lotion Jeans.  What is Lotion Jeans you ask?  Well, we’ll tell you!  Simply take your favorite fitting Wrangler Jeans (focus here…okay, imagine they were Wranglers then sheesh!), add a little aloe vera spray and Voila!  Wrangler Jeans.

Also in Olive Extract and Smooth Legs versions.  #Thankuslater.

Oh, Mick Jagger’s daughter is pushing the brand so you know it must be good.

lotion jeans