Research & Insight · Brand Strategy · Lagos, Nigeria
I translate consumer behaviour into brand decisions. Working across FMCG, financial services, and beauty in Africa — from research design to strategic insight.
About
I'm Richard Olutan — a Research & Insight Analyst Nigeria, with a sharp focus on where consumer understanding meets brand strategy.
My work spans the full research pipeline: from designing questionnaires and cleaning raw data, to applying statistical techniques like regression, segmentation, and penalty analysis — and distilling it all into insight reports that inform brand decisions.
My sector focus is FMCG, financial services, and beauty — categories where consumer truth directly shapes how brands grow. I'm currently open to Research, Insight, and Brand Strategy roles.
Services
Research and insight, applied where it matters most — helping brands, businesses, and development organisations make decisions grounded in real consumer understanding.
Uncover what drives your consumers — from purchase decisions to brand perception. I design and analyse studies that give you a clear picture of your market, so strategy stops being guesswork.
Know exactly where your brand stands — and why. I track awareness, consideration, usage, and equity drivers over time, translating longitudinal data into clear brand growth narratives.
Before you launch, know if it will land. I run product tests and concept evaluations that identify key drivers of preference, predict purchase intent, and reduce market risk.
From messy datasets to executive-ready reports and dashboards — I handle the full analytical pipeline and deliver outputs your leadership team can actually act on.
I design Monitoring and Evaluation frameworks from scratch, conduct impact assessments, and deliver program evaluations for NGOs, development agencies, and social sector organisations. Outputs are built to meet donor reporting standards and support evidence-based programme decisions.
Experience
Research & Insight Analyst
Freelance Research & Insight Consultant
Work
Selected projects. Real briefs, structured thinking, clear outcomes.
Brand Intelligence · Banking Sector
Tracked brand performance across multiple waves for banking and manufacturing clients. Identified a gap between high awareness and low consideration — leading to a strategic repositioning recommendation the client adopted in their next campaign cycle.
Consumer Research · FMCG
Ran a concept and product use test for a new FMCG offering prior to market launch. Penalty analysis revealed two product attributes actively hurting purchase intent — giving the client actionable pre-launch fixes that reduced market risk.
Impact Research · Social Sector
Designed and analysed a mixed-methods evaluation for a social development programme. Combined survey data with thematic IDI analysis to produce an evidence report that supported donor reporting and informed programme redesign.
Business Intelligence · SME
Built a Power BI dashboard for an SME client with no structured view of their revenue data. The dashboard surfaced a seasonal dip they weren't aware of, leading to a targeted promotional strategy that improved Q3 performance.
Education
2023
Federal University Oye-Ekiti
B.Sc. Demography and Social Statistics
Certifications
Contact
Have a brief, a project, or just want to explore ideas? Fill in the form and I'll be in touch.