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Guidelines and Tools

Clients First! A Rapid Market Appraisal Tool Kit: Theoretical background and experiences from various RMA events

2002 — By Stefan Joss, Hans Schaltenbrand, Peter Schmidt

Clients First! focuses on one vital element of market research that should be carried out before deciding to support at the agricultural production side or to proceed with an agribusiness project: a market feasibility study.

The publication describes the main characteristics of a basic market study as well as the methodology of a Rapid Market Appraisal (RMA) which allows practitioners to quickly measure the demand and opportunities for a particular product.

RMA is an effective way of obtaining relevant information about a market system for a specific production sector whilst at the same time minimising cost, delays and working time. The document provides details on how to conduct a RMA in agricultural markets and offers practical advice and examples of such marketing studies. It also offers practical methods of identifying constraints and business opportunities, a checklist of observations and monitoring tools for future planned interventions.

The publication is enriched with Helvetas’ own experiences from Kyrgyzstan and Vietnam.