Frame the decision
Define what is at stake, the choices available and the evidence required to move with confidence.
Research & intelligence solutions
Evidence for the decisions that shape growth.
Maverick connects retail measurement, consumer understanding and strategic market intelligence to help organisations see African markets clearly and act with greater confidence.
Three connected lenses
15,000+
SKUs tracked monthly
60+
FMCG categories
8
named African markets
How we work
Start with the decision—not a predetermined methodology.
The strongest research programmes are designed backwards from the choice a team must make. Our role is to frame that choice, build the right evidence and make its implications clear.
Build the evidence
Use the right mix of field intelligence, research, analytics and local market context.
Make it actionable
Connect findings to priorities, trade-offs and the decisions teams must make next.
Core solution portfolio
Three disciplines. One coherent view of the market.
Use each solution independently or connect them into a wider evidence programme around a high-stakes commercial decision.
01
Measure markets
What is happening in trade, where are the gaps and what deserves attention first?
Continuous and project-based measurement that brings distribution, availability, pricing, visibility and retail execution into one dependable market view.
Distribution and availability views
Price and promotion benchmarks
Visibility and execution diagnostics
02
Understand demand
What is shaping choice, where is demand changing and how should the business respond?
Rigorous quantitative and qualitative research that reveals how people choose, use, experience and value brands, products and services in African markets.
Segmentation and audience profiles
Usage and attitude studies
Brand and customer diagnostics
03
Decide where to grow
Which opportunities are genuinely attractive, and what is the most credible path to market?
Integrated market, consumer and channel intelligence for deciding where to play, how to enter and what must be true for expansion to succeed.
Market-attractiveness assessment
Country, city and channel prioritisation
Transparent market-sizing assumptions
Specialist capabilities
Add depth where the decision demands it.
Our core solutions are supported by specialist research, commercial intelligence and advisory capabilities that can be configured around the scope of each engagement.
Discuss a tailored programmeCustom Research
Bespoke quantitative, qualitative and mixed-method programmes for complex business questions.
Route-to-Market Intelligence
Channel structure, product flows, coverage gaps and practical pathways to stronger execution.
Brand & Customer Research
Brand health, customer experience and decision journeys interpreted in the realities of each market.
Pricing & Commercial Intelligence
Value perception, willingness to pay, competitive benchmarks and commercial implications.
Product & Innovation Research
Evidence to evaluate concepts, propositions, products and launch readiness before committing at scale.
Analytics & Strategic Advisory
Integrated data, market interpretation and senior guidance that turn evidence into direction.
Enabling platform
Mapela turns market structure into route-to-market decisions.
Map, classify and understand retail markets to identify outlet opportunity, expansion priorities, coverage gaps and more credible routes to growth.
Decision consultation
What do you need to know before you act?
Bring us the decision. We will help frame the question and shape the right mix of research, field intelligence, analytics and strategic interpretation.