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Retail measurement
Know what is happening where commerce actually happens.
We make fragmented trade visible—measuring distribution, pricing, availability and execution across the outlets, cities and channels that shape growth.
Africa's Commerce Intelligence Company
See the market clearly.Move with confidence.
Retail measurement, consumer research, Analytics and strategic advisory for companies building, scaling and winning across African markets.
Informal trade
Market structure, density and route-to-market realities.
15,000+SKUs tracked monthly
60+FMCG categories
8named African markets
Trusted by organisations shaping Africa's consumer economy
Unilever
Nestlé
Reckitt
AB InBev
Standard Bank
Stanbic Bank
CBG
Google
Spotify
World Bank
UKGCCWhat we help leaders see
From market realities to boardroom decisions.
Rigorous research, technology-enabled fieldwork and deep local knowledge—brought together around the decision you need to make.
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Consumer & custom research
Understand the choices behind demand.
Our qualitative and quantitative research reveals the beliefs, behaviours and local realities behind consumer decisions—not just the numbers they produce.
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Growth strategy & advisory
Turn evidence into moves you can defend.
We bring market, consumer and commercial evidence into one decision frame—so leaders can prioritise markets, channels and investments with confidence.
Evidence configured around each project's objective, geography and field requirements.
Evidence in practice · West Africa
Retail audit evidence for sharper growth tracking.
A multi-city retail measurement programme brought distribution, visibility, pricing and outlet execution into one practical market view.
The decision it supported
The work gave commercial teams a clearer basis for prioritising cities, channels and outlet types.
Maverick thinking
Perspectives from the market.
Informal retail audit
Direct observation in the outlet context
Audit lenses
Classified by outlet, channel and city
Distribution
Visibility
Pricing
Outlet context
Market intelligence · Perspective
Why African market data needs local context before it becomes useful.
The same indicator can mean very different things across cities, channels and market structures.
Read the perspective02
Retail measurement
Informal retail is not a rounding error in commercial planning.
Ignoring fragmented trade can distort distribution, pricing and expansion decisions.
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Growth strategy
The questions that improve a market-entry decision before research begins.
Clear decision criteria produce more focused evidence and more actionable recommendations.
Maverick on LinkedIn
What we are seeing across African markets.
Briefings from the field, client rooms and conversations shaping FMCG decisions.
Follow Maverick ResearchField notes · Accra
Behind every data point is a household making a trade-off.
Conversations with shoppers reveal what enters the basket, what gets left behind and how behaviour is shifting on the ground.
Read on LinkedIn
Capability building · Retail audit
Insights create value when teams have the capacity to act.
A practical Retail Audit 101 session helped client teams translate market data into clearer commercial action.
Consumer pulse · Ghana
Price expectations are reshaping purchase decisions.
Ato Micah joined PM Express to discuss the retail signals influencing Ghanaian shoppers across key FMCG categories.
Start with the decision
What do you need to know before you move?
Bring us the commercial question. We will help define the evidence, market coverage and research approach it requires.
Start a conversation