To empower Ethiopia’s leather and spices sectors with world-class market insights, the Centre for the Promotion of Imports from developing countries (CBI) has launched a strategic capacity-building programme focused on export market research. Globally Cool played a central role by delivering advanced training sessions tailored to enhance local researchers’ capabilities, bringing in not just global expertise but also the latest in AI-powered research tools.
The initiative addresses a core challenge for many developing economies: accessing, analysing, and applying market intelligence to drive export growth. For Ethiopia, with its vibrant and high-potential leather and spices sectors, the ability to interpret market trends and consumer needs is essential for sustainable export development.
Deepening research capacity with practical skills and AI innovation
During an intensive training programme held in Addis Ababa, Onno equipped 26 Ethiopian researchers with a robust set of tools and methods for conducting export market research. Key techniques included structured desk research, expert interviews, and the use of cutting-edge AI technologies such as ChatGPT.
Participants were trained on deep research techniques to extract reliable insights using ChatGPT, transforming the way they approach data analysis and trend forecasting. This hands-on application of AI proved to be a game-changer, significantly streamlining the research process and enhancing analytical depth.
By building this AI literacy, the programme not only elevated technical skills but also fostered innovation in Ethiopia’s broader market intelligence ecosystem.
Measurable results and enthusiastic feedback
The training has been highly rated, with a Net Promoter Score (NPS) of +87 for the researchers, indicating strong satisfaction and a likelihood to recommend the training to others. Even more impressively, the Train-the-Trainer (ToT) group awarded a perfect NPS score of 10.
Participants especially valued the real-world applicability of the sessions. One participant expressed: “I wanted to extend my sincere thanks for the insightful and engaging market research training session you conducted last week. Your expertise, experience, and practical approaches were incredibly valuable and well-received by everyone involved. I truly appreciate the effort, humbleness, and clarity you brought to the sessions. It’s always a pleasure working with professionals who are passionate and committed to delivering high-quality training.”
As Ethiopia continues on this trajectory, the groundwork is being laid for a comprehensive Market Information Strategy to guide export development through to 2026. With local capacity now strengthened and AI tools in active use, Ethiopia is well-positioned to harness market intelligence for tangible trade impact.
Want to empower your market research teams with AI-driven insights? Contact us to learn how Globally Cool can support your organisation.