Case Study: Diageo Nigeria Uses Mobile Surveys for Agile Decision-Making

GeoPoll conducts remote SMS surveys with current and prospective Diageo customers


Diageo is a leading manufacturer and distributor of alcoholic beverages, producing world famous brands such as Johnnie Walker, Smirnoff, Baileys, and Guinness. The company also produces local African brands, such as Star and Harp, and enjoys a rich heritage in Nigeria. Despite facing challenges in the past year of double-digit inflation in Nigeria and the ongoing impact of COVID-19 on consumer spending, Diaego’s revenues and reach in the region continue to grow. With projections forecasting Africa to be the fastest growing region for alcoholic beverage sales in the years ahead, Diageo is determined to further capitalize on that opportunity


To help guide their growth strategies, Diageo regularly conducts research to assess the needs, perceptions and experiences of its customer base. But in a highly competitive industry with a variety of brands vying for buyers’ attention, the company also has to be flexible and able to rapidly pivot to new channels and strategies on-the-fly. When burning questions arise demanding almost immediate answers, the company must incorporate alternative research methodologies to meet its urgent data needs.


Diageo Nigeria has worked with GeoPoll to administer online tracking projects for years, but recent uncertain times have expanded that relationship. In several situations this past year, when faced with an opportunity requiring an agile but informed solution, Diageo turned to GeoPoll to conduct rapid, remote SMS surveys with current and prospective customers in Nigeria. Compared to other data collection methods such as face to face, SMS collects data very quickly and generates results in real-time, allowing for faster data analysis.

In each of its most recent GeoPoll studies, Diageo was able to go from initial project concept to analyzing data from a sample of more than 1,000 customers in less than 48 hours. SMS surveys do not require respondents to have a smartphone or internet access (mobile data) to receive or respond to surveys, ensuring a more diverse, responsive and representative sample.

GeoPoll has established itself as a go-to partner for situations that require fast data to enable agile, accurate decisions, not only for Diageo but for other leading brands, such as Unilever and Colgate. GeoPoll’s custom research capabilities allow brands and organizations to conduct once-off or ongoing surveys on any topic, with results delivered in real-time.

About GeoPoll

GeoPoll has been conducting SMS surveys in Africa for almost 10 years, and also facilitates mobile web, mobile app, Computer Assisted Telephone Interviewing, and other survey modes. Our team of experienced researchers and analysts are able to advise you on the best data collection method based on your research objectives. To learn more or ask questions about an upcoming research project, please contact us today.