Market intelligence01
Lead 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.
Jul 21, 20266 min readRead perspective
Maverick perspectives
Thinking shaped by the markets themselves.
Practical interpretation drawn from research, fieldwork and advisory experience across African retail, consumer and growth contexts.
Latest thinking
Evidence, interpretation and action.
Our perspectives focus on the questions behind the metric, the context behind the finding and the decision that follows.
Retail measurement02
Informal retail is not a rounding error in commercial planning.
Ignoring fragmented trade can distort distribution, pricing and expansion decisions.
Jul 21, 20265 min read
Growth strategy03
The questions that improve a market-entry decision before research begins.
Clear decision criteria produce more focused evidence and more actionable recommendations.
Jul 21, 20267 min read
Selected evidence stories
How better evidence supported a clearer decision.
Anonymised examples from retail measurement, consumer research and market-mapping work. Client-identifying details and project specifics are generalised.
Evidence story01
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.
Decision takeaway
A connected retail view helps commercial teams focus on the cities, channels and outlet types where execution matters most.
Evidence story02
Testing product and pack choices before market investment.
Consumer and shopper evidence created a stronger basis for positioning, pack decisions and go-to-market planning.
Decision takeaway
Testing product, pack and positioning choices before wider investment creates a stronger basis for go-to-market planning.
Evidence story03
Building a more usable outlet universe with AI-enabled mapping.
Field intelligence and AI-assisted classification were combined to organise and map fragmented retail outlets.
Decision takeaway
A usable outlet universe requires field verification and disciplined classification—not coordinates without commercial context.
Apply the thinking
What market question should your evidence answer next?
Bring us the decision, the context and what is already known. We will help define the research required to move forward.