01 — Market research
Market research exists to answer a decision, not to produce a document. So we start from your questions — “is there a market for this product here?”, “at what price?”, “through which channel?” — and answer them with field surveys, interviews and sources you can check.
Who it is for
Deliverables
Two formats
Duration · 3 to 4 weeks
The decision format: enough to say yes or no, and on what conditions.
Duration · 5 to 6 weeks
The Essential format, plus the voice of the market and a shortlist of partners.
Method
Seven parts, always the same: you know in advance what you will receive.
1
Your questions, our answers in two pages, the recommendation and the key figures.
2
Economy, demographics, purchasing power, sector dynamics, the WAEMU framework.
3
Estimated size, segments, buying behaviour, seasonality, import volumes and origins.
4
Brands present, estimated shares, positioning, recorded prices, strengths and weaknesses.
5
Importers, wholesalers, modern and traditional retail, online commerce, customary margins.
6
Registration, standards and labelling, duties and taxes, authorisations, intellectual property.
7
Positioning, price, channel, a shortlist of partners, entry plan, indicative budget, risks.
Quality
Typical situation
A European soft-drinks manufacturer wants to know whether its family-size format has a market in Abidjan, and at what retail price. In four weeks we record competitor prices in modern retail, neighbourhood shops and online platforms, interview eight wholesalers and two importers, check the labelling rules that apply, then recommend — or advise against — a format, a price and an entry channel.
Frequently asked questions
Next step
Describe your product and your objective: we reply within 48 working hours, under a confidentiality agreement if you prefer.
