Market intelligence — where organizations gather information about industries, other businesses, trends, and more in order to use that data to help make business decisions — has become a huge industry in itself over the last few decades, pr…
In emerging markets like Africa, offline retail dominates most product sales, driven by informal trade, and cash-based transactions. This makes the sourcing of data on the true market value or sizes of products a herculean task. Yet, local and international brands require data, for instance, on market size and value, consumer profiles and their purchasing…
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