Food & beverageNigeria / CanadaTACT Compass
Pinnick
Consumer interest was strong, while trade economics pointed to a different go-to-market path.
Read the case study
De-risking African market entry
TACT delivers triangulated consumer, trade, and competitive intelligence across 14 African markets in 4 to 6 weeks, so teams can make a clear market entry call before capital is deployed.
TACT Compass in 4-6 weeks
City-level consumer, trade, and competitive intelligence for one market or several, delivered in the same four-to-six-week window and ending in enter, enter differently, or do not enter.
When the evidence changed the call
Case studies where trade terms, shelf economics, or city sequencing reversed or reshaped the original entry thesis.
As a market entry intelligence partner for Africa, we help teams combine consumer, trade, and competitive evidence into a capital decision they can act on.
Solutions
Intelligence built for capital decisions
TACT Flash is a one-week desk brief. TACT Compass is the 4-6 week primary sprint for one city or several.
Expertise
Three intelligence legs that support one recommendation
We align your entry thesis with the consumer, trade, and competitive evidence that shapes commercial outcomes.
TACT framework
A fixed intelligence split that supports one capital decision
Every Compass sprint weights the same three legs. Evidence is triangulated, trade can veto, and you leave with a clear recommendation you can take into the decision process.
Consumer
Is there payable demand?
City-level willingness to pay, usage occasions, and category roles, from a survey, IDIs, and one focus group per city.
Veto
Trade
Can the channel deliver?
Shelf reality with general trade, distributors, and modern trade buyers, with trade able to veto the recommendation.
Competitive
Where are the gaps?
Incumbent strength, price architecture, and white space among direct and adjacent players.
Converges on
A go, no-go, or conditional recommendation
Why organisations choose TACT
Evidence before commitment
Why organisations choose TACT
We help leadership teams de-risk African market entry before capital is committed.
Global brands, investors, and operators engage TACT when the cost of a wrong city, channel, or timing decision outweighs the cost of getting the evidence right. We have field capability across 14 African markets through our data collection partnership.
- 01
Commercial evidence before capital
We test whether demand can be served profitably, including whether consumers show more than stated interest.
- 02
City-level resolution
Entry outcomes are decided in places like Lagos, Nairobi, and Accra, where national aggregates often hide important variance.
- 03
A clear owned recommendation
Every engagement ends in go, no-go, or conditional guidance. Trade can veto, and someone owns the call.
4-6 wks
Brief to verdict
14
Markets with field coverage
1
Recommendation per sprint
How we work
How a Compass sprint runs
Each Compass engagement follows the same sequence: briefing, fieldwork, triangulation, and a written recommendation, usually within four to six weeks.
01
Brief
We agree the city or cities, the category, and the capital decision the sprint needs to answer.
02
Field
Field teams collect consumer, trade, and competitive evidence across 14 African markets.
03
Triangulate
Findings are weighted on a fixed 60/30/10 split, and trade evidence can reverse a go recommendation.
04
Verdict
The sprint ends with a recommendation to enter, enter differently, or do not enter, with the supporting evidence attached.
Client stories
Where methodology meets live markets
Examples from teams making African market entry decisions with triangulated evidence.
Who we serve
Built for teams that need answers before they commit capital
Brands & CPG
Multinational and regional brands evaluating entry or expansion into African markets.
Investors
PE, VC, and institutions that need market validation before deploying capital on the continent.
Operators
Distributors, retail operators, and local manufacturers making a channel, site, or capacity bet.
