GloMIP: Promoting evidence-based market segmentation and product design through market intelligence

Paguirigan, N.M., Lenaerts, B., Bayot, R., Ynion, J., De Leon, D., Montecillo, J., Esteban, E., Grefaldo, M.J., Connor, M., Demont, M. 2024. GloMIP: Promoting evidence-based market segmentation and product design through market intelligence. A Poster presented at the CGIAR Initiative on Market Intelligence WP1-WP2 Workshop, 14-18 October 2024, Harare, Zimbabwe.

Gathering accurate and relevant information is often challenging, as market intelligence is scattered across different sources, each offering different types of information. Furthermore, stakeholders frequently lack access to comprehensive, real-time and forward-looking insights into the preferences and needs of farmers, processors, and consumers across regions and crops. This fragmented access makes it difficult to align innovations with market demands.

To address this, the CGIAR Initiative on Market Intelligence developed the Global Market Intelligence Platform (GloMIP), a global public platform for crowd-sourcing, sharing, and analyzing market intelligence. One key feature is the Market Segments Portal, providing access to over 600 seed product market segments (SPMS). This portal is managed by the Market Intelligence Work Package 1 and the Accelerated Breeding Initiative (ABI), with seamless integration with the CGIAR Breeding Portal. Through this, GloMIP enables users to explore current market segments and analyze potential impact opportunities via the Impact Opportunities Portal.

Another powerful tool within GloMIP is the Evidence Catalog, which supports the creation and refinement of product design, and alignment of breeding pipelines. By utilizing this collective market intelligence, breeders can modify and update product designs—such as Target Product Profiles—to ensure they are more impactful, feasible, and in-demand.

Overall, GloMIP serves as a one-stop shop for integrating all this market intelligence, helping stakeholders generate insights and conduct analyses, aligning innovations to the needs of farmers and consumers with market segments and product design strategies, driving more impactful genetic innovations.