What does masculinity mean in Nigeria?

A global care client wanted to better understand perceptions among men in relation to personal care and how this is affected by perceptions of masculinity in Nigeria. We carried out a mixed methodology, using groups to explore wider issues and themes and also to identify participants for further in-home interviews. We also gave participants special glasses with a camera embedded to go on shopping trips around town. In this way we could observe their in-store experiences without our physical presence being too intrusive. We then explored this video footage with them afterwards. Participants also kept personal care diaries.