Co-design of a strategic roadmap aligning HCD’s mandate with Nigeria’s national socio-economic priorities.
To move beyond anecdotal assumptions, VIISAUS designed and executed a nationally representative poll exploring the factors driving Nigerian voters’ choices. The study combined household surveys, media exposure analysis, and interactive data visualisation to provide actionable insights for campaign strategy, media planning, and stakeholder engagement.
The survey captured voter sentiment through a mixed-methods approach, combining structured Likert scales with open-ended questions. Media exposure assessments correlated radio, television, and social media reach with issue salience across regions. An interactive dashboard allowed stakeholders to drill down by age, gender, region, and media channel, enabling precise and context-specific decision making.
Key findings included the identification of the top five issues influencing voter behaviour: economy, security, jobs, education, and healthcare, with variations in priority across regions. Radio remained the dominant channel in rural areas with 75 per cent reach, while social media led in urban youth segments at 68 per cent engagement.
The study’s insights informed strategic campaign decisions and were published in a national newspaper, demonstrating the value of robust, data-led analysis for understanding voter behaviour and shaping targeted outreach.