This guidance document will walk you through levels of depth (from preliminary to detailed) for markets selected in the Market Selection guidance document, and will provide you with links to other related documents should you require additional support.

The market mapping process not only collates analytical results of analysis from the previously used tools and guidance documents, especially Impact Group Classification and Goal Identification and Market Selection; but also provides an analytical exercise to better understand the wider market system within which women and men smallholders exist and need to engage with to improve their livelihoods. In this way, the market mapping process provides an opportunity to discuss and design interdisciplinary interventions.

As the final process guidance tool in the GEM+ Toolkit, the Market Mapping guidance document solidifies intervention plans, target group identification and requires feedback to the impact group and key stakeholders, in preparation for the next step in which the intervention will be designed.

Average time investment for using this tool

Preliminary market mapping (Step 1) can be undertaken in half a day, but more detailed market mapping (Step 2) will take up to one day, and is improved by regular updates over a longer period of time.

Who leads

Project manager

Who needs to be involved

Various people need to be involved in this process at different times. Keep in mind that more than 5 people engaged in one step of the process can be a challenge. Therefore a suggestion is to list the people required in the various steps to ensure that (a) the key people are invited and involved and (b) the quality of discussions is not compromised by the number of people engaged in the process.

Consider involving the following people at various steps in completing the Market Mapping process:
A multi-disciplinary team including the research leads for the Impact Group Classification and Market Selection guidance.
Oxfam project staff, programme managers and partners (ensure a minimum of one specialist per GEM focus area including Women’s Economic Leadership (WEL), power in markets and Adaptation Risk Reduction (ARR).
Key stakeholders including community members, relevant market actors, government, and donor officials. Especially during Step 3 these actors can be consulted to obtain their views on proposed intervention strategies.