Market intelligence research informs the design and revision of target product profiles (TPPs), ensuring that new crop varieties meet farmer, processor, and consumer needs. It also helps address behavioral, economic, and social barriers to product adoption. By identifying global impact challenges and market trends, CGIAR can better align breeding programs with real-world needs.

Market intelligence research informs the design and revision of target product profiles (TPPs), ensuring that new crop varieties meet farmer, processor, and consumer needs. It also helps address behavioral, economic, and social barriers to product adoption. By identifying global impact challenges and market trends, CGIAR can better align breeding programs with real-world needs.

It is important to develop communication tools that resonate well with the target stakeholder to ensure that market research informs breeding efforts, seed distribution, and farmer adoption, particularly by:

  • Aligning breeding efforts with market demands and needs. Breeders, policymakers and investors focus on crops and traits that are truly demanded and needed by farmers, processors and consumers.
  • Enhancing adoption of new varieties. Farmers and seed system actors understand the benefits of improved varieties. The behavioral and economic barriers to adoption are also addressed to ensure wide use of improved crops.
  • Supporting investment and policy decisions. Breeding programs use strong evidence to support strategic investment decisions.

The Breeding for Tomorrow Market Intelligence Area of Work shares market intelligence through the following communication products:

  1. Market Intelligence Briefs series
    The Market Intelligence Briefs series provides market intelligence insights to support CGIAR, NARES, and partners in designing demand-driven, impactful, and gender-intentional products. These insights cover producer and consumer market segments, varietal requirements, external trends, CGIAR’s five Impact Areas, and the potential for CGIAR breeding to drive value chain development. The series delivers timely, evidence-based insights on agricultural market trends, supply chain dynamics, market trade policy, sustainability and resilience, consumer demands, and emerging opportunities and risks. This series is coordinated by Ruvicyn Bayot (r.bayot@cgiar.org).

  2. Market Intelligence Bulletin
    The Market Intelligence Bulletin is a compilation of latest news or updates on current events about the Market Intelligence Area of Work, released every quarter. It aims to provide timely information and raise awareness on going market intelligence work as well as research findings. The bulletin is coordinated by Agnes Mbugua-Gitonga (a.mbugua@cgiar.org).

  3. Market Intelligence Podcast series
    Podcasts are an accessible, on-demand platform that allows audiences to engage deeply with discussions anytime, anywhere. With more than 460 million listeners globally, they offer a cost-effective way to build brand presence, establish thought leadership, and expand audience reach. Engaging episodes can boost discoverability, promoting lesser-known studies, technologies, and experts. The Market Intelligence Podcast series aims to provide breeders, stakeholders, and investors with timely market insights, covering topics such as seed product segmentation, consumer behavior, and industry trends. The inaugural podcast is expected in the second quarter of 2025. This series is coordinated by Dehner De Leon (d.deleon@cgiar.org).
  4. GloMIP learning modules
    The Global Market Intelligence Platform (GloMIP), developed under the CGIAR Initiative on Market Intelligence, helps donors, investors, researchers, and other stakeholders make evidence-based decisions in research and development. It integrates advanced analytics and visualization tools to support market segmentation, product design, and decision-making in genetic innovation. However, many users struggle to fully utilize GloMIP due to limited familiarity with its features. To bridge this gap, a structured learning module is proposed to equip users with the skills needed to navigate and apply GloMIP effectively. This aligns with CGIAR’s commitment to scaling research and innovation through capacity building, ensuring more impactful, gender-intentional, and in-demand products. The learning modules will be available through the Global Market Intelligence Platform beginning in the second quarter of 2025. This product is coordinated by Arelene Julia Malabayabas (a.malabayabas@cgiar.org) and Neale Marvin Paguirigan (n.paguirigan@cgiar.org).