August - September 2016
Throughout the summer of 2016, AMR planned and implemented the most advanced market research study ever conducted in Afghanistan. The study was based on surveys of small, medium, and large retailers in Afghanistan’s five major commercial centers: Kabul, Herat, Mazar-i-Sharif, Jalalabad, and Kandahar. In total, 1,137 retailers were surveyed, bringing the national margin of error under 3%. The data collection was conducted using tablets equipped with a survey application, and each survey included photos of storefronts and GPS data marking each retailer’s location.