ProEcuador was established recently to widen and deepen the Ecuadorian export offer and to support Ecuadorian companies that want to enter export markets. ProEcuador has established a business intelligence and export support team to provide market intelligence and advice. Next to building a stronger sector specialisation within these teams, there is also a need for capacity building on how to do research, how to analyse outcomes to meet the specific needs of Ecuadorian exporters and how to present information in a user friendly way.

Using the market intelligence products developed by ProFound on quinoa and chocolate, staff of these departments were guided through the market research process. Through different assignments and discussions, the teams learned more about setting objectives, selecting the right research methods and how to do proper research planning in collaboration within teams and with ProEcuador commercial offices abroad. Based on studies on quinoa and chocolate sources and methods used by ProEcuador staff and ProFound market researchers were compared and best practices were identified. Finally, several practical exercises increased the awareness of the team on how important qualitative research and the right presentation is to truly meet the needs of SME exporters.