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Experts on the ground: canback market visits

08/30/2016

While we take a sharply analytical approach to quantify market opportunities for today and tomorrow, this alone is not sufficient to provide our clients with a comprehensive view of what is happening in those markets.

Canback consultants have therefore walked the ground in nearly 80 countries over the past ten years, in order to complement our quantitative expertise with an intimate understanding of the markets we visit.

Market visits allow us to have a close-up look at the markets that we evaluate and derive useful insights on the environment in which our clients are interested in. Naturally, projects that typically involve a market visit require us to have a strong understanding of the market landscape (e.g. M&A Due Diligence, Market Entry Strategy, Market Prioritization, Consumer Segmentation).

The goal of a market visit is to gain as much qualitative and quantitative insight into a market as possible. We achieve this by investigating three components of the market: consumers, the distribution network, and competitors. We then confirm our findings and supplement our knowledge base with an overview of the political and economic landscape.

 

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The size of the visiting team varies based on the project type. An average team consists of 6 people (4 Canback consultants and 2 client team members). A typical visit lasts about a week, with variation depending on data availability, scheduling and timing challenges, and impact on the final deliverable. A sample market visit schedule would look like the following:

Market visits have allowed us to collect invaluable insights, unearth otherwise missing data, and ultimately have full confidence in our recommendations to our clients. Our extensive experience in conducting market visits have taught us a few lessons, such as:

If you would like to learn more about our market visit expertise, click here

* Some types of categories (e.g. food and beverages) are sold in different channels, such as on-premise and off-premise. We cover all channels in order to have a comprehensive perspective on distribution strategy