Insights
Perspectives on markets, consumers and commercial decisions.
Analysis and practical guidance on market intelligence, consumer behaviour, field research and market entry in Morocco and Africa.
Consumer Insights · 28 October 2026
Why Consumers Don’t Always Buy What They Say They Want
Stated preferences are a starting point, not an answer. Understanding why consumers choose — and why they don't — requires looking beyond the survey.
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Field Intelligence · 24 October 2026
What Mystery Shopping Reveals That Your Reports Don’t
Internal reporting tells you what is supposed to happen. Mystery shopping shows what customers actually experience — and where the gaps are.
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Market Entry · 20 October 2026
Before You Enter Morocco: The Questions Your Market Study Must Answer
A market can look attractive from a distance and still be the wrong move. These are the questions an entry decision should rest on — and how to investigate each one.
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