How Munch It used Wyza to map snacking with three very different audiences.
One study, twelve audience groups and 257 verified responses, without running three separate projects.
1
257
Verified responses
2
12 groups
Students, working adults and mothers in each city
3
4 cities
Lagos, Ibadan, Abuja and Port Harcourt
4
10
AI-moderated conversations inside each interview
About the client
Munch It is a crunchy snack brand from Kellanova Tolaram Nigeria, sold across the country.
The brief
Snacking looks different for a university student, a working adult and a mother buying for the house. The team wanted all three in one picture: occasions, how often, how much and where the brand fits.
They also wanted to understand how recent brand work had landed with each audience.
How we ran it
- 1.Built one study with screeners that sorted people into the right group, so each audience got the questions that applied to them.
- 2.Set twelve audience groups across four cities and tracked each one to its own target.
- 3.Recruited through targeted ads, local recruiters and Wyza field agents, with fraud and duplicate checks on every response.
- 4.Used AI-moderated follow-ups so people could explain their choices in their own words.
- 5.Ran fieldwork in 15 days, from launch to the last response.
What they got
- A narrative report readable by audience and by city, with every number linked to the responses behind it.
- Cross-tabs and exports for the brand and insights teams.
- A highlight film built from respondents' own words.
- Ask-your-data chat to keep exploring after the report.
Shared with Munch It's permission. We never publish what a client's customers told them.
