Market Intelligence training for ADEX Peru

Improvement of skills and knowledge of market research in the field was the goal of a training for the Market Intelligence team of ADEX Peru. Among other things, the attendees learned how to gather information and how to conduct interviews.

This training contributed to improving the knowledge and skills of ADEX’s MI team in the area of field research. With our coaching, they learned to gather information from primary sources, observe products and shelves at points of sale, conduct competitor research at trade fairs, identify reliable media sources for future actions, and conduct interviews with sector stakeholders.





EU (general)

Type of activity

  • Capacity Building
  • Market Intelligence
  • Trade Fairs and Missions


The activities can be summarized as follows:

  1. Pre-fair distance coaching with an online preparation workshop and one pre-fair training in Nuremberg.
  2. On-the-ground face-to-face coaching during the week:
    • 2 days of retail visits with a mix of mainstream, organic, health food retail outlets plus also one foodservice outlet.
    • 3 days of trade fair visit with lots of interviews with relevant companies for Peruvian top export products.
  1. Development and documentation of the research methodology, so it can be easily replicated.
  2. Post-fair monitoring of the trainees’ output and providing coaching on required (high-level) output (presentation and report to be uploaded in ADEX portal).


The ADEX Market Intelligence team learned a lot from this training and afterwards they were able to make a trend report with lots of recommendations to Peruvian exporters. Also, ADEX aims to make this kind of activity a sustainable service for the future.