Market intelligence for Morocco & Africa
Know the market before you bet on it.
ARKAD Plus provides market intelligence, consumer insights and on-the-ground commercial intelligence to companies entering, expanding or investing in Morocco and across Africa.
Tangier — where Europe meets Africa
Who we work with
International companies, investors and consumer brands
What we deliver
Evidence for commercial decisions, not reports for the shelf
Where
Based in Casablanca, working across Morocco and Africa
01 — Before the decision
The most expensive decisions are made on assumptions.
Before you launch, reprice, enter a new market or commit a significant budget, there are questions your existing data cannot answer.
- Entering a new market
- Launching a product
- Changing your price
- Understanding real consumer demand
- Knowing who you are really competing with
- Choosing a distributor or partner
- Expanding into Morocco or Africa
Decisions made without reliable local intelligence are expensive to reverse. ARKAD Plus helps you understand what is actually happening — in the market, among consumers and on the ground — before you commit.
Talk to us about your decision02 — Expertise
Four disciplines, combined around the question in front of you.
We combine market research, consumer insight, competitive intelligence and field investigation in whatever combination your decision requires.
Market Intelligence
Market structure, competitors, pricing, distribution, trends, opportunities and barriers — understood before you move.
A clear view of where the opportunity lies, and what could stand in its way.
02Consumer Insights
Behaviour, perceptions, purchase drivers, brand perception, price sensitivity and unmet needs — the people behind the purchase.
An explanation of why customers choose, and what would make them choose you.
03Field Intelligence
Retail audits, mystery shopping, competitor checks, price monitoring and availability checks — what is actually happening on the ground.
Direct evidence that closes the gap between what should happen and what does.
04Market Development
Market-entry planning, route-to-market, partner identification and B2B development — knowledge turned into commercial action.
Practical entry priorities, and the relationships that genuinely matter to your objective.
03 — Sectors
Different industries. The same need for reliable evidence.
Flagship expertise
FMCG & consumer goods
A product can have strong awareness and weak conversion, be well known yet poorly perceived, or be available — but invisible. We investigate the category, the consumer, the shelf and the competition together.
FMCG intelligenceOur methods follow the business question rather than a fixed list of industries. Sectors where we apply market, consumer and field intelligence include:
Don’t see your sector? Our methodology is designed around the decision, not the industry.
All industries04 — Why ARKAD Plus
Local depth. International perspective. Evidence before opinion.
We are not here to tell you what you want to hear. We are here to help you understand what the market is telling you.
Commercial perspective
We don’t research markets simply to describe them. We investigate them through the lens of the business decision you need to make.
On-the-ground intelligence
Where it matters, we go beyond desk research to observe what is actually happening in stores, channels and customer interactions.
Consumer understanding
We connect market dynamics with the people whose behaviour ultimately drives demand.
International perspective
Experience across international trade, investment and business development lets us combine local context with international commercial thinking.
Tailored methodology
There is no standard package. Each engagement is designed around your question, geography, timeline and the evidence required.
Honest about uncertainty
We distinguish clearly between what the evidence supports, what requires caution and what still needs to be investigated.
05 — How we work
A method that starts with your decision and ends with what to do next.
- 01
Define the decision
What exactly are you trying to decide — and what would change your mind?
- 02
Identify the unknowns
Which pieces of information could materially change that decision?
- 03
Investigate
We gather evidence through the most appropriate combination of desk, consumer and field research.
- 04
Interpret the evidence
We look for patterns, contradictions and implications, separating what we know from what we think we know.
- 05
Translate into action
You leave with a clear understanding of what the evidence means for your business, and the next steps.
06 — Experience
More than 12 years of experience in trade, investment and business development. Over 1,500 companies advised through professional and trade-related activities. More than 30 B2B events and programmes. Over 1,640 professionals trained, online and in person. And 5 awards, including recognition from the UK Department for International Trade.
07 — Leadership
Safaa Nasseh
Founder & Managing Director
More than a decade of experience across international trade, business development, market development, communications and professional training.
Her professional experience includes work within international trade and investment environments, including the UK and Indian diplomatic trade ecosystem. She has advised companies, supported business-development initiatives, organised B2B programmes and worked with professionals and organisations across different markets.
- Master’s degree, Sorbonne University, Paris · Erasmus programme, Germany
- Recognised by the UK Department for International Trade
- Speaker, trainer and commentator on markets and international business
08 — Selected engagements
What happens when the question is investigated properly.
Client identities are protected. What we can share is the question, the approach and what the evidence made possible.
Understanding a consumer-products category
How is the category structured, who are the major competitors and what factors influence consumer choice?
Read the case note
Understanding the reality beyond reported performance
How does the customer experience compare across relevant competitors and locations?
Read the case note
Understanding purchasing drivers
What actually influences consumers when choosing between competing products?
Read the case note
Testing the commercial opportunity
Is there sufficient evidence to justify further investment in a new market?
Read the case note
09 — Client perspectives
In their words.
Safaa Nasseh brings together all the skills, knowledge, qualities and human values that make projects go from ambition to entrepreneurial reality in a country like Morocco. […] I seriously recommend that you seek her assistance.
Patrick Louis R.
Retired Executive
Renault Group
I had the pleasure of working with Safaa at ARKAD Plus. She is extremely knowledgeable, professional and passionate about her work. If you are looking for support and advice, I would heartily recommend the company!
Munir M.
CEO
M2R Education
As their client, I can only recommend ARKAD Plus services. Safaa Nasseh is a true professional.
Pavol K.
Partner
10 — Questions
Before we speak.
Answers to the questions prospective clients ask most often.
Can we speak before deciding what service we need?
Yes. You do not need to arrive with a defined methodology. Start with the business question — we will help determine what research, if any, is required to answer it.
Do you only work with companies entering a new market?
No. We work with companies exploring new opportunities and with companies already operating in their market. Research can support launches, expansion, repositioning, pricing, customer understanding, competitor monitoring, distribution and many other decisions.
Can you help companies entering Morocco?
Yes. Market-entry support is a core part of our work: assessing market structure, demand, competition, pricing, channels and commercial barriers, then translating the evidence into practical entry priorities, route-to-market options and, where relevant, partner identification.
Are you specialised only in FMCG?
FMCG and consumer-facing businesses are an important area of our expertise. However, we also work across sectors including retail, healthcare, manufacturing, construction, real estate, hospitality, energy, finance, technology and professional services.
Can you work internationally?
Yes. Projects can be conducted for international companies remotely, with local research and fieldwork where required.
Why work with ARKAD Plus?
Because we start with the decision, not the report. We combine desk research, consumer research and on-the-ground field investigation, interpret the evidence through a commercial lens, and are explicit about what the evidence supports — and what it does not.
For international companies, we bring local market understanding together with more than a decade of experience in international trade, investment and business development.
Do you provide recommendations?
Yes — but recommendations are grounded in the evidence collected. Our objective is not to manufacture certainty. It is to distinguish between what the evidence supports, what requires caution and what should be investigated further.
Start a conversation
Before your next move, understand what you’re moving into.
Tell us about the decision you are facing. We will help you determine what needs to be known — and how to find out.