Methodological Seminar - Doing market space research: auto-ethnographic reflections - Dr Mofeyisara Oluwatoyin Omobowale

On 10 June 2025, Dr Mofeyisara Oluwatoyin Omobowale held a methodological seminar on "Doing Market Space Research: Auto-ethnographic Reflections" at IFRA-Nigeria Resources Centre. A Senior Research Fellow at the Social and Behavioural Health Unit of Institute of Child Health, College of Medicine at the University of Ibadan, she studies anthropology, public health, gender studies, child and adolescent health. She is a laureate, among other honors, of the American Council of Learned Societies-African Humanities Programme Doctoral Fellow in 2012 and Short Term Scholar, Brown International Advanced Research Institute (BIARI), Brown University (USA) in 2013.

She began by winding back the clock to 2009, during the writing of her doctoral proposal. At that time, she was faced with questions that have shaped her research ever since, including "How do you want to penetrate the market ?". This disturbed her assumption that the market, being a place she regularly frequented as a customer, was easily accessible. Indeed, accessing it as a researcher comes with its own challenges, that help researchers consider how to enter a space, even a seemingly open one.

Markets are key in the development of Nigeria, and of the Yoruba people whose markets are at the heart of Dr Omobowale's research. There are set structures that determine the degrees of access to the market, and the market researcher also needs a specialized methodological expertise to successfully see through the nuances of the marketplace. It is also embedded in larger public issues, whether related to security, sanitation or the economy. The interactions between the market actors and the State determine the future for the market.

It can also be a place of study for gender dynamics. Indeed, if it is generally understood to be a women' space, Dr Omobowale' studies reveal that men are very involved at the decision-making level. There are also a variety of women trading in the market, from heads of households, widows, young unmarried mothers or women with an absentee husband etc. The market is rich for the study of gender dynamics and family matters.

Generally, it's a melting pot of cultures, religions and languages. There, we can access people that often remain out of reach of traditional government projects. Because of its diversity, it provides great prospects for research. In this presentation, Dr Omobowale reflected in particular on her time studying the Bodija market in Ibadan. In this presentation, she understood the market itself as a problem, one needs to determine the best methodological tools to study it.

Dr Omobowale began by describing her anthropological process, typically starting with reconnaissance surveys and basic observation to familiarize herself with the space. She urged researchers to not undermine the importance of said notes, as they may become central components of their analysis months later. Next, she conducted participant observations and a variety of interviews, from life history with traders to discussions with key informants. She highlighted her use of gossip. Although researchers often look down upon the practice, she argues that it is one of the best way to observe the hidden dynamics. Indeed, the market is a largely informal space, so gossip, rumours and other practices like Muslim preaching are an excellent way to learn more about it.

Another method is attending the meetings of the traders' association, as well as the different ceremonies taking place in the market. This not only helped her understand the values of the market, but also to build trust with the potential interviewees. She noted it is important to get in contact with both the formal and traditional leaders of the market, as they can open different doors. Although some advice is applicable to market research in general, Dr Omobowale noted that markets, even those in the same city and with the same purpose, are all different, in particular regarding their formal and informal organisational structures.

Delving into the inside of the market, for which she used the word inu (stomach, the inside, the center), she talked about the study of the construction of power in the market, which aren't only outwardly oriented, but also inwardly shaped. The question is: who controls the inu? In Bodija for example, there are several associations and sub associations. Each of them are controlled by rules and regulations to control who gets to trade in the market. The researcher, in order to get in contact with the associations, must fulfill expected social obligations, such as buying enough soap for the meeting attendees, or respecting the standard in the use of their rooms.

Using the picture of a worn out bus as a metaphor, Dr Omobowale also described the challenges of market research, first of which being the physical difficulty due to the very poor roads. Next, security and in particular petty theft was also an issue. The researcher will also be faced with time constraints, both his own and the traders' who may not be willing to put their business activities aside for a discussion. As such, she said that in her experience a focus group is not the most productive method, especially if the funding does not allow you to compensate the traders for the time lost, and because the conversation can be hard to control.

Next, she advised researchers to stay vague in the discussion of their research topic and to master the linguistics of the market, otherwise their interviewees risk either not sharing much or giving them what they think they wish to hear. Moreover, ethical considerations also came to play. Indeed, if obtaining oral consent was not a challenge, getting written consent or filming them was an issue. As a woman, she was also faced with advances from certain traders, and she said it is important for researchers to understand the sexuality culture of the market and to set strict boundaries. Finally, to gather a maximum of true information, researchers must constantly make an effort of awareness and reflexivity, in order to avoid preconceived judgments clouding their scientific vision.

Dr Omobowale's presentation concluded with a lively Q&A with the audience on navigating ethical challenges, how to critically use gossip, the impact of the religious in the market and much more.

Tags: Gender, Anthropology