The Client

Google Inc. is an American multinational technology company specializing in Internet-related services and products. These include online advertising technologies, search, cloud computing, and software.

The Opportunity

The Google FootPrints project is a global initiative by Google Inc. aimed at improving online listings for local businesses on the Google Maps platform. Ellae was engaged as a Quality Control Market Research Agency with the role of reviewing collected business information in Lagos State.

The Solution

Various strategic market research methods such as Route Planning, Data Sampling and Quality Checking were employed during the course of the project which lasted for 4 months. Ellae’s Quality Control (QC) Agents were required to perform quality checks on at least 30% of the listings submitted by an external WalkersTeam. The accuracy of the project was therefore determined by the reports of Ellae’s QC agents. All listings that were not verified by the Ellae QC Team were rejected by Google.


All small scale business units in Lagos state were expected to be listed on Google Maps during the Google Footprints Project. Areas covered included high-density business districts such Eti Osa, Lagos Island, Apapa, Suru-Lere, Mushin, Oshodi-Isolo and Ikeja areas, as well as lower-density business districts such as Magodo, Omole, Ajah, and Gbagada areas. The target assignment was for 100,000 listings in Lagos State within the duration of the project.


The Ellae QC Team was made up of 6 QC Agents, 1 Meta QC, 1 Buffer QC and a Project Manager. The QC Team checked a total of 45,036 out of the 117,858 listings on the dashboard of the external Walkers which represented approximately 38.2% of the total listings. With this percentage surpassing our initial target of 30%, the project was concluded successfully.