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CGIAR Initiative: Market Intelligence

Decisions on how to invest scarce resources in CGIAR-NARES genetic innovation systems have been predominantly supply-driven and therefore potentially out-of-sync with the demands of smallholders, consumers and agro-industry. The turnover of improved crop varieties developed by CGIAR and its NARES partners (National Agricultural Research and Extension Services) has been slow. Small-scale seed businesses lack incentives to actively promote new varieties given weak demand. Little is known about the drivers of varietal replacement and product substitution, and the role of downstream market actors such as traders, processors and consumers in this process.  

There is a clear need for demand- and data-driven processes to guide genetic innovation systems, but efforts to advance this remain incomplete and fragmented within CGIAR. Current product profile design is strongly biased towards agronomic and stress-tolerance traits, with little systematic identification and integration of traits that contribute to wider social impact. 

This Initiative aims to maximize CGIAR and partners’ returns on investment in breeding, seed systems and other Initiatives based on reliable and timely market intelligence that enables stronger demand orientation and strengthens co-ownership and co-implementation by CGIAR and partners.

This objective will be achieved through:

  • Gathering market intelligence by collecting data to map global and regional challenges across CGIAR’s five impact areas, translating them into regional market segments and priorities for genetic innovation by identifying drivers of demand as well as variation by gender, age and social group.
  • Designing new-generation, gender-intentional target product profiles for each market segment using market intelligence. 
  • Generating behavioral intelligence based on what drives farmers, consumers and private-sector decisions to adopt new varieties and supporting other Initiatives in identifying cost-effective inclusive strategies for accelerating varietal uptake. 
  • Developing pipeline investment cases by estimating the potential impact and return on investment across CGIAR’s five impact areas of the portfolio of breeding pipelines serving the market segments and developing recommendations for the portfolio optimization and prioritization. 
  • Developing institutional scaling and monitoring, evaluation, learning and impact assessment (MELIA) by establishing a collaboration hub across Genetic Innovation Initiatives and partners to develop scaling mechanisms for the adoption of institutional standards and processes in market segmentation and gender-intentional product profile design, and to conduct rigorous MELIA of the portfolio. 

Engagement

This Initiative has a global and regional focus, with countries being prioritized as a result of the Initiative’s work. 

Outcomes

Proposed 3-year outcomes include:

  1. At least three transdisciplinary teams across CGIAR and partners in prioritized regions are empowered in co-implementation of market and behavioral intelligence and co-design of product profiles. 
  2. At least 10 CGIAR partners in prioritized regions adopt institutional standards and processes for market segmentation and product profile design, sharing of market and behavioral intelligence and monitoring of outcomes. 
  3. At least five seed suppliers, food companies and NGOs in prioritized regions use market and behavioral intelligence from the Initiative in strategic decision-making. 
  4. At least three research leaders and investors make investment decisions using pipeline investment cases and the Initiative’s investor dashboard and the increased availability of information and transparent, holistic analyses of high-impact opportunities attract increased investments in underinvested and new-opportunity market segments.
From Jan, 2022
To Dec, 2025

Status

Active

Location

Location

Research program

Topics

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