How Kellogg's ran a four-city breakfast study with Nigerian mothers on Wyza.
Kellanova Tolaram Nigeria used Wyza to hear how families eat breakfast today and how the brand shows up in their homes.
208
Verified responses from mothers and young mothers
4 cities
Lagos, Ibadan, Abuja and Port Harcourt
12 days
From launch to the last response
9
AI-moderated conversations inside each interview
About the client
Kellogg's is one of the world's best-known breakfast brands. In Nigeria it is made and marketed by Kellanova Tolaram, a joint venture with the Tolaram group, and sits in homes across the country.
The brief
The team needed a current read on breakfast in Nigerian homes: what families eat on weekdays and weekends, who decides, and where cereal fits.
They also wanted to know how recent brand activity had landed with the people who buy breakfast, ahead of planning for 2027.
How we ran it
- 1.Turned the team's brief into a study in Wyza Studio, with screeners for household role, children and city, then reviewed it line by line with their research team.
- 2.Set eight audience groups, mothers and young mothers in each of four cities, so every city could be read on its own.
- 3.Recruited through targeted ads, local recruiters and Wyza field agents, with every response checked for fraud and duplicates before it counted.
- 4.Built AI-moderated follow-ups into the interview, so people explained their answers in their own words instead of just ticking boxes.
What they got
- A narrative report with every number linked back to the responses behind it, readable by city and audience group.
- Cross-tabs and exports for the team's own analysis.
- A highlight film built from respondents' own words.
- Ask-your-data chat, so the team can keep questioning the study after the report.
Shared with Kellogg's's permission. We never publish what a client's customers told them.
