Improving market research capabilities for Ethiopian researchers
The Centre for the Promotion of Imports from developing countries (CBI) launched a multi‑phase capacity building programme to strengthen export market research for Ethiopia’s leather products and spices sectors. This project covers support to small and medium-sized enterprises (SMEs), Business Support Organisations (BSOs), and institutions such as the Ethiopian Chamber of Commerce & Sectoral Associations (ECCSA) and the Ministry of Industry Ethiopia (MIDI).
Globally Cool played an essential role across both phases: first by piloting and designing a sustainable market‑research infrastructure for BSOs and sector stakeholders, then by delivering advanced training, tools and research outputs, thereby laying the groundwork for a robust, institutionalised Market Intelligence (MI) system for export development.
Year
2023 – 2025
Country
EthiopiaType of activity
- Coaching
- Consulting
- Market Intelligence
- Onsite training
Activities
Phase 1: BSO Pilot Programme (2023–2024)
- Facilitated a pilot “market research capability” programme for Ethiopian Business Support Organisations (BSOs), including ECCSA and MIDI, through a structured programme combining workshops, online coaching, and co‑creation sessions.
- Co-created a draft Market Information Service (MIS) plan for 2024–2025 together with sector stakeholders to guide the future institutionalisation of market intelligence in Ethiopia.
- Developed and introduced a “How to” manual for market research, covering desk research, sourcing trade data, analysing trends, and conducting expert interviews.
- Designed and introduced standardised interview guidelines and templates, enabling more consistent and reliable collection of primary data.
- Strengthened inter-institutional collaboration among ECCSA, MIDI, and sector actors to support long-term delivery of MI services across sectors.
Phase 2: Advanced Training & MI Outputs (2025)
- Delivered an intensive export market research training for 12 researchers from ministries and associations, covering desk research, use of AI tools (e.g. ChatGPT, NotebookLM), expert interviews, and report writing.
- Trained and coached a group of 8 local trainers through a Train-the-Trainer (ToT) programme, focusing on adult learning principles, storytelling, training delivery, and AI-supported methodologies.
- Produced five high-quality Market Intelligence reports, answering 14 co-created research questions relevant to Ethiopia’s leather and spice export sectors.
- Implemented a shared digital knowledge workspace (Google NotebookLM) containing videos, quizzes, templates, and key materials to ensure institutional knowledge retention.
- Drafted a Market Intelligence Strategy and national training rollout plan, to be finalised by local leadership for continued implementation in 2026.
Results
Phase 1:
- Built foundational research capabilities among 4 lead researchers and 19 BSO staff trained in identifying promising export markets and conducting market research.
- Produced preliminary market-entry reports for pepper, curcuma, leather accessories, and gloves, offering actionable insights for Ethiopian exporters.
- Published a practical research manual and semi-structured interview guide, enhancing the standardisation and quality of market research conducted by Ethiopian institutions.
- Fostered inter-agency alignment between ECCSA, MIDI and sector associations to support joint delivery of MI services beyond the pilot.
Phase 2:
- Enhanced market research skills of 12 researchers and 8 local trainers, applying advanced tools such as ChatGPT and Google NotebookLM in research workflows.
- Produced and finalised 5 institutional MI reports, providing evidence-based answers to export-focused questions across spices and leather value chains.
- Embedded a sustainable learning infrastructure, via the creation of a centralised repository containing explainer videos, quizzes, and resource material for future training use.
- Initiated strategic alignment for 2026 MI rollout, including a draft training and strategy plan to scale MI capacity and service delivery nationwide.