YDx, a youth and family specialist research agency dedicated to youth insight and generational research, has announced its return to Nigeria as part of a broader Pan-African expansion strategy aimed at strengthening youth research across emerging African markets.

The agency’s renewed presence follows several youth insight initiatives led by Adewunmi Wale-Akinrinde, Executive Director of YDx, whose work in building youth research networks has helped position the company for regional growth.

Over the past few years, Wale-Akinrinde has focused on establishing partnerships with schools, youth organisations, and research institutions in Nigeria to create structured channels through which organisations can access youth perspectives. These efforts helped build a growing youth insight community that has supported studies on youth culture, digital adoption, and consumer behaviour.

Observers in the marketing and research sector say these initiatives have helped organisations gain a clearer understanding of Millennials and the rapidly rising Generation Z population, which now represents one of the most influential demographic groups across African markets.

Supporting the agency’s expansion are Olufunmibi Oladapo-Ojo, Director, and Victor Nwagwu, Director, who contribute to strengthening research development and operational strategy. Oladapo-Ojo has helped guide the development of youth-focused research programs that provide meaningful insight into youth attitudes and aspirations. Nwagwu has contributed to expanding institutional partnerships and strengthening operational coordination across markets.

Industry observers say the leadership team’s work has helped position YDx as a credible partner for organisations seeking to better understand emerging youth demographics.
The agency’s Pan-African outlook also creates opportunities for research collaboration across countries such as Nigeria, Ghana, and other parts of West Africa, where youth populations are shaping entrepreneurship, digital innovation, and consumer culture.

Sources within the research community indicate that Ghana may be among the next markets considered for YDx’s expansion, given the country’s vibrant youth population and growing interest in youth insight research.

Experts say initiatives such as these are increasingly important as institutions across West Africa seek reliable data to guide youth-focused programs and strategies.