In September 2024, Globally Cool had the pleasure of supporting CBI‘s Home Decoration Indonesia project, launched in 2019 to boost Indonesian SMEs in the home décor sector. Our primary role was to strengthen the capacity of Ministry of Trade co-trainers (TTT), enabling them to coach foreign trade representatives (FTRs) on collecting and providing critical market intelligence. This intelligence, focused on market trends and buyer preferences in Europe, is vital for helping Indonesian exporters tap into new opportunities and succeed in foreign markets, especially in the competitive European home décor industry.
A need for enhanced market intelligence
The home décor sector in Indonesia, while rich in tradition, faces increasing competition in the fast-evolving European market. With growing consumer demand for sustainable and natural products, Indonesian exporters have a real opportunity to tap into Europe’s dynamic market. However, understanding market trends and requirements through primary research is critical to this success.
The Ministry of Trade (MoT) knew their FTRs were in a prime position to collect such insights, but they needed more robust training in interviewing industry experts, analysing trade data, and providing useful, real-time market feedback. That’s where we came in, working closely with MoT, the Centre for the Promotion of Imports (CBI), and a local expert, to design and execute this comprehensive TTT program.
Online preparation webinars
Before landing in Indonesia, we got the ball rolling with a series of online preparation webinars in May 2024. These sessions introduced 25 pre-selected MoT co-trainers to the fundamentals of effective market research and intelligence gathering. The webinars, spread across three sessions and followed by a final session in September, provided foundational knowledge to ensure that everyone was well-prepared before our in-person workshops.
These virtual sessions were more than just theoretical downloads; they were engaging and interactive, with role-playing exercises that simulated real-life scenarios the co-trainers would encounter. We placed a heavy emphasis on preparing effective interview scripts and understanding the subtle art of questioning to draw out valuable market insights from experts.
The Jakarta sessions
Fast forward to mid-September, and our boots hit the ground in Jakarta. This was where the magic really started to happen. From September 11 to 17, we conducted a mix of classroom-based learning, real-world assignments, and feedback sessions—all designed to sharpen the participants’ skills.
Day 1 & 2 – Practical learning begins
The training kicked off with an introduction to interviewing techniques, where we provided the trainers with semi-structured interview scripts. It wasn’t just about understanding the questions; it was about learning to “read between the lines” and pull out actionable insights from industry experts, buyers, and consultants. Our role-playing sessions allowed the trainers to test their new skills in a safe environment, where they could hone their techniques and receive immediate feedback from us.
The didactical approach was crucial here—ensuring that the MoT co-trainers could not only perform these interviews themselves but also effectively teach FTRs how to do the same.
Day 3 – Store visits
Nothing beats learning in the field, which is why our next activity was a set of store visits to two significant players: IKEA and VIVERE. These visits offered the trainers first hand exposure to international retail environments, where they could observe product placement, pricing strategies, and customer preferences. Armed with our carefully crafted observation checklists, the trainers analyzed the displays, engaged with staff, and conducted live interviews to gather market intelligence. We encouraged them to shoot photos and document their findings, ensuring they left no stone unturned.
The store visits gave the co-trainers invaluable practical experience, allowing them to connect theory with real-world market analysis. In short, it helped them sharpen their ability to interpret trends and identify opportunities that would benefit Indonesian exporters.
Day 4 – Trade fair IFFINA
The following day, the trainers got their hands dirty at the IFFINA Indonesia Meubel and Design Expo. Here, they conducted live interviews with exhibitors, gathered market data, and took notes on product innovations, sustainable practices, and customer preferences. We coached them through each interaction, encouraging them to ask probing questions and engage in deep-dive conversations with market insiders.
The goal was to build the trainers’ confidence in gathering market insights at trade fairs, which are goldmines of information for foreign trade representatives. And by the end of the day, the transformation was evident. The trainers were no longer passive observers but active data collectors, ready to teach these skills to the FTRs they would later coach.
Bringing it all together: reporting and feedback
The final days of the workshop were all about reflection, analysis, and reporting. Each group of trainers presented their findings from the store visits and trade fairs, highlighting the market trends they had uncovered. We provided real-time feedback, helping them refine their reports and presentations.
One of the key elements we introduced was the use of ChatGPT for analyzing large data sets and compiling comprehensive market intelligence reports. By integrating AI tools into their market analysis processes, the co-trainers could increase the quality and speed of their reporting. They were quick to see how technology could streamline their work and offer a competitive edge.
The program concluded with constructive feedback sessions where the trainers shared their lessons learned and provided suggestions for improving future trainings. It was a true exchange of ideas, and we left Jakarta knowing that the trainers were equipped with the knowledge and confidence to pass on these valuable skills to the FTRs.
Results and outcomes: empowered trainers, informed exporters
By the end of the program, we had successfully built the capacity of 24 MoT co-trainers, who are now ready to train Indonesia’s foreign trade representatives on enhancing their market intelligence services. The practical, hands-on approach combined with continuous coaching ensured that the co-trainers developed a deep understanding of primary market research techniques, report writing, and the use of AI tools like ChatGPT for data analysis.
Looking Forward
We couldn’t be prouder of the progress made during this project. It’s clear that the Ministry of Trade now has a highly capable team of trainers ready to take on the challenge of improving Indonesia’s foreign market intelligence services. The co-trainers are equipped to coach FTRs, who in turn will provide exporters with actionable insights into foreign markets, allowing Indonesian SMEs to thrive in competitive international arenas.
At Globally Cool, we don’t just consult—we train, we coach, and we empower.