01
Expansion decisions with confidence
Reduces the risk of entering new markets: the roadmap rests on real behavioral evidence, not on assumption.
Field research in consumer goods, around the world
We went into the field in 13 countries, across 5 continents, to understand how small and mid-sized consumer goods retail actually buys, operates and decides. What we learned became product and business opportunity for a B2B marketplace.
- Global Research
- Field Research
- B2B Marketplace
Dashboards show what happens. Field research shows why. We conducted in-person ethnographic research across 13 countries and 5 continents for a global consumer goods company, mapping how small and mid-sized retail operates, decides and buys in markets with distinct cultural, economic and operational dynamics.
13
COUNTRIES
researched
5
CONTINENTS
reached
60+
ESTABLISHMENTS
heard in the field
39
OPPORTUNITIES
identified for the business
What we deliver
02
Prioritized business opportunities
We deliver concrete product and revenue opportunities, already ranked by impact and feasibility, ready for decision.
03
Product the market actually adopts
Product decisions rest on how retail actually places orders, manages stock and deals with suppliers, reducing effort spent on what would not be used.
04
A comparative view across markets
Shows where to invest first and how to adapt the offer to each country, culture and level of market maturity.
05
In-person research capability in mature, emerging and frontier markets
Research reaches capitals, peripheries, informal trade and mature markets, in the real context of each operation.
We talk to the people who move retail
We talk directly with the people who decide what goes on and off the shelf in each market.
Store owners
Store managers
Wholesalers
Sales reps
What we learned in the field
Researching the whole world reveals patterns that repeat wherever consumer goods retail operates. Four learnings that changed decisions:
Traditional trade is infrastructure, not residue.
In emerging markets, informal and neighborhood retail is the backbone of consumption. Treating it as a community hub changes how the opportunity is sized.
Being online means different things in each market.
For many merchants, online means a message, a call or a chat app, not an ordering platform. That redefines the assumptions around adoption.
Human relationships are part of the purchase.
Wholesalers and sales reps still influence the decision. The opportunity is not to replace that relationship, but to integrate it into the digital.
Pain points concentrate in specific stages.
Looking at the planning, ordering and delivery journey, it becomes clear that friction is not evenly distributed. That allows prioritizing opportunities by real impact.
In-person research in any market
No matter the country, the culture or the level of market maturity. We conduct in-person research where behavior actually happens.
Every study returns to the business what matters most: clarity to decide and opportunities to grow, anchored in real market behavior.
Want to understand your customer anywhere in the world?
We conduct in-person research where behavior actually happens.
Let's talk