Exploring Design Thinking as a Tool for Innovation in Nigeria’s Fast-Moving Consumer Goods Sector

Design thinking, as a structured human-centred approach to problem identification and solution development, has demonstrated significant value for product and service innovation in global fast-moving consumer goods companies. Its application within Nigeria's FMCG sector, however, remains limited and poorly documented. This study examines how design thinking methodologies are being adopted, adapted, and applied by product development teams in selected Nigerian FMCG companies operating in Lagos, Ogun, and Oyo states. A qualitative investigation combining semi-structured interviews with twenty-eight product development managers and designers, process observation sessions within three company innovation teams, and documentary analysis of two completed new product development cycles traces the extent and nature of design thinking integration across the product development pipeline. Findings indicate that while FMCG companies universally acknowledge the commercial importance of consumer insight, the structured empathise-define-ideate-prototype-test framework of design thinking is applied systematically in fewer than a third of sampled organisations. The remainder apply isolated elements, most commonly consumer research and rapid prototyping, without connecting these within a coherent design innovation framework. Barriers cited include short project timelines, risk aversion in product modification decisions, and limited design management capability at director level. The study proposes a Lightweight Design Thinking Adaptation Model calibrated for time-pressured FMCG product development cycles. Recommendations include the creation of design innovation fellowships and in-house innovation labs within leading Nigerian FMCG organisations. Keywords: design thinking, innovation, FMCG, product development, Nigeria.