ANSRd Labs is a sector-agnostic qualitative insights lab and research-operations studio. We investigate how people live, decide, and use products and services—then turn that understanding into clear, actionable guidance for companies, nonprofits, and public institutions. We work wherever the question requires across Nigeria, wider Africa, and diaspora contexts.

Mission

Turn real-world human context into decisions that improve products, markets, and communities, while raising the standard of public evidence in Nigeria.

Why it matters

• Decisions need context. Dashboards show what is happening; they rarely explain why. ANSRd places researchers in real settings—homes, kiosks, classrooms, transit—to uncover the reasons behind behaviour.

• Misinformation fills evidence gaps. Nigeria lacks timely, method-transparent research in the public domain. We publish plain-language briefs so citizens, journalists, and practitioners can rely on facts, not rumor.

• Poor fit is expensive. Products fail when they ignore local norms, language, trust, and friction. Our work reduces feature waste, accelerates adoption, and helps teams ship what people actually use.

• Policy and programs need voice. Community-grounded insights make interventions fairer, safer, and more effective—especially for vulnerable groups.

What we do

• User & Market Insights for Companies
  Discovery sprints, usability and journey studies, retention/trust diagnostics, concept and message testing—delivered in 2–6-week cycles with decision-ready outputs.

• Evidence for Nigeria (EFN)
  Public-interest publishing that counters misinformation: rapid evidence briefs, myth-vs-evidence cards, and community field notes—sourced, neutral, and methods-transparent.

How we work

• Methods: ethnography, contextual inquiry, in-depth interviews, focus groups, diary studies, moderated testing, and lightweight surveys (SUS/NPS/HEART).

• Research-Ops: vetted respondent bank, trained field agents (Code of Conduct + SOP), consent tracking, and a QA workflow (verification sampling, duplicate/validity checks).

• Translation to action: decision briefs (Findings → So-What → Now-What), journey maps, evidence matrices, highlight reels, and experiment roadmaps tied to business or policy outcomes.

What makes us different

1. Qualitative-first, in-context — we explain why/how, not just what.

2. Fast and rigorous — productized 2–6-week engagements with audit-ready methods.

3. Operations at the edge — ethical recruiting and moderation in local languages.

4. Compliance by design — NDPA-aligned privacy, clear controller/processor roles, DPIAs where needed; no PII in public outputs.

5. Public mission — EFN improves research literacy with accessible, non-partisan materials.

Outcomes you can expect

• Faster, clearer decisions (concise briefs ≤10 pages).

• Reduced friction in critical flows (onboarding, payments, support).

• Higher activation/retention through trust-informed design and messaging.

• Evidence others can reuse—templates, methods, and anonymised datasets where feasible.

Who we serve

Product, Growth, UX, and Strategy teams; NGOs and public agencies; journalists and educators seeking reliable, human-centred evidence.

Ethics & privacy

We follow Nigeria’s NDPA, maintain records of processing, and obtain explicit consent. Studies involving vulnerable groups or minors receive REC/IRB review as appropriate. Public outputs are aggregated/anonymised and fully sourced.

Get involved

• For Companies: commission a sprint or deep dive → /companies

• Join the Respondent Bank: be considered for studies → /respondents

• Apply (Field Agents): help us collect ethical, high-quality data → /apply

• Read EFN: research-backed briefs and myth-vs-evidence cards → /briefs