Influence XXI
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Practice Areas
Strategy & Market Insights
The Intelligence Global Research Firms Cannot Reach
How Newmark Strategy Works
Field Intelligence Across Formal & Informal Markets
The Governing Strategic Insight
FIS™ — Field Intelligence System
The Intelligence Gap.
Global research firms map the formal economy. The formal economy is not where African markets are decided.
Up to 70% of economic activity in many African markets flows through informal systems — tontines, traders, community leaders, radio and peer networks. FIS™ maps them systematically.
Field research. Formal analysis. Strategic insight.
Map the competitive landscape
Direct, indirect and substitution competitors, scored against the seven influence drivers. Whitespace identified.
Output: Competitive Intelligence Map
Ground-truth the formal data
Interviews with community leaders, traders, regulators and target audiences — the data that surveys cannot reach.
Output: FIS™ Field Intelligence Report
Deliver the Strategic Insight
All intelligence synthesised into one governing insight: the second-order truth your audience has never heard said.
Output: Strategic Insight & Programme Architecture
Proof/ Recognition
ABSA — Pan-African Market Intelligence
Nine African banking markets researched simultaneously
Read the case study
When we mapped ABSA's competitive landscape, the most important competitors were not other banks. They were tontines, mobile money platforms and informal savings groups.
Market intelligence across nine African banking markets