If you’re looking to enter or expand your retail operations in developing economies in 2026 then understanding these markets and their channels is no longer a nice-to- have, it’s a business imperative. These markets are not only massive in scale but are also some of the fastest growing economic regions in the world. For brands and manufacturers looking to expand beyond developed markets, traditional trade environments, where informal, small-format retailers dominate, are often the entry point to real volume and brand presence.
However, accurately capturing market dynamics in these environments is complex. Traditional trade is fragmented, highly localized, and often under-represented in centralized data systems. Developing economies typically exhibit rapid shifts in consumer behavior, pricing structures, and competitive landscapes, making specialized, on-the-ground market research essential to informed strategy.
Below, we explore the top four market research companies excelling in this space, each bringing unique strengths to help businesses operate, compete, and grow in developing economies and traditional trade channels.
Why Developing Economies and Traditional Trade Require Specialized Market Research
Developing markets such as those in Sub-Saharan Africa, South Asia, Latin America, and parts of Southeast Asia, present unique challenges:
High Market Fragmentation: Traditional trade consists of millions of small, independent retailers (mom-and-pop stores, kiosks, informal outlets) that escape conventional retail tracking systems.
Data Scarcity: Formal data sources like scanner panels and syndicated retail data often do not cover these channels comprehensively.
Rapid Change: Consumer preferences, product availability, and pricing can shift quickly due to economic or cultural factors.
Cultural and Operational Differences: Each market has distinct regional languages, purchasing patterns, and business norms that require localized understanding.
Given these nuances, standard research models designed for developed markets do not always apply. Instead, specialized methodologies, combining large field networks, local expertise, and contextual analytics, are necessary to generate reliable insights.
- Frontline Research Group (FRG)
Key Differentiators:
Deep Traditional Trade Coverage: FRG has built one of the most extensive field networks covering formal and informal retail outlets across developing regions, particularly in Africa, Middle East and parts of Asia.
Retail Census and Outlet Mapping: Their proprietary retail census approach provides granular visibility into outlet distribution, product availability, and in-store dynamics, all critical for footprint expansion and route-to-market strategies.
Customized Syndicated and Ad-hoc Research: FRG blends syndicated datasets with bespoke studies tailored to client needs, including price tracking, shopper behavior, and distribution insights.
Local Expertise with Global Standards: By combining local field execution with rigorous quality controls, FRG delivers insights that are both contextually relevant and methodologically robust.
Extensive historic data sets: FRG has been conducting research for over three decades and has geo located millions of traditional trade outlets and they have retail audit data that goes back many years that can help companies plot trends, gaps in the market and potential hazards.
Frontline Research Group’s focus on emerging and frontier markets with a strong emphasis on traditional trade makes it a go-to partner for businesses seeking actionable insights where others lack depth.
- Sagaci Research
Key Differentiators:
Emerging and Frontier Market Focus: Sagaci specializes in in a similar area to Frontline Research Group, offering syndicated data and bespoke research suited for markets outside the typical global panel footprints.
Retail and Consumer Insights: Their methodologies integrate store audits, shopper surveys, and price tracking to deliver a comprehensive view of retail ecosystems.
Flexible Data Solutions: Sagaci’s platform allows clients to access data via dashboards, exports, or custom integrations, enabling flexible use across departments.
Strong Regional Presence: With experienced local teams, Sagaci provides culturally attuned insights and operational support for international brands entering new territories.
Sagaci’s strength lies in bridging the gap between global research standards and localized market understanding.
3. Ipsos
Key Differentiators:
Global Scale with Local Execution: Ipsos operates in over 90 markets, combining world-class research methodologies with the ability to tailor studies to developing economies.
Advanced Analytics and Segmentation: They are known for rigorous data science, segmentation, and predictive modeling, supporting sophisticated market entry and growth strategies.
Cross-Channel Expertise: Ipsos can integrate insights across traditional and modern trade, delivering holistic views of consumer behavior and competitive landscapes.
Brand and Communications Focus: Beyond retail tracking, Ipsos offers deep expertise in brand health tracking, communications testing, and customer experience research.
While Ipsos has broader coverage across developed and developing markets, its methodological sophistication makes it valuable for brands needing strategic, multi-dimensional insights.
4. Kantar
Key Differentiators:
Global Research Powerhouse: Kantar combines vast datasets with cutting-edge analytics tools, supporting longitudinal market understanding across regions.
Retail and Shopper Intelligence: Through solutions like Worldpanel and custom retail measurement, Kantar offers insights into category dynamics across channels, including modern and select traditional formats.
Innovation and Brand Tracking: Their capabilities in brand equity measurement, innovation forecasting, and shopper journey analysis are respected across industries.
Consultative Approach: Kantar blends qualitative and quantitative research, often pairing data with actionable recommendations and strategic frameworks.
Kantar’s strength lies in benchmarking performance against global trends while adapting insights for regional and local applicability.
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