Emergency Market Mapping and Analysis

EMMA is a set of tools and guidance notes. It encourages and assists front-line humanitarian staff in sudden and/ or onset emergencies to better understand, accommodate and make use of market-systems. It does not offer a simplistic blueprint for action, but EMMA does provide accessible, relevant guidance to staff who are not already specialists in market analysis. Further, the EMMA toolkit adds value to established humanitarian practices in diverse contexts. Finally, EMMA tools are adaptable, rough-and-ready, speed-orientated processes designed to reflect the information constraints and urgency of decision-making required in the first few weeks of a sudden and/or onset emergency situation. Therefore, the EMMA process is intended to be integrated flexibly into different organizations emergency response planning and development.

• Essential preparation for EMA
• Market selection
• Preliminary analysis
• Preparation for fieldwork
• Fieldwork activities and interviews
• Mapping the market system
• Gap analysis
• Market-system analysis
• Response analysis
• Communicating results

• Identify the benefits of using EMMA;
• State, explain and apply the 3 strands and 10 steps of EMMA in emergency contexts;
• State and use the criteria required for effective critical market system selection;
• Use the key tools of EMMA;
• Collate and analyse data gathered through the use of EMMA tools, and produce suitable
• Options for effective humanitarian response in emergencies based on that data;
• Explain the value of EMMA to senior decision-makers;
• Apply effective training skills to train essential components of the EMMA Toolkit in the other sub-EMMA trainings and in a real emergency.

In-class lectures with participatory exercises such as group work and simulations and games

Participation of lectures in class and field trips
Completing EMMA reports and analysis

• Mike Albu (2009), The Emergency Market Mapping and Analysis Toolkit, Practical Action Publishing
• Isobel Dolle and Roin Lowe (2008), International Marketing Strategy, Analysis development and implementation (5^th edition), www.cengage.co.uk/doole5