Most market research tells businesses what shoppers think, while field data shows what is happening in-store. Field IQ brings these perspectives together, using consumer intercepts, trader engagements, outlet audits, market diagnostics, volumetric intelligence and rapid field research to deliver insights that empower brands to take action.

By connecting shopper and trader behaviour, outlet reality and sales movement into one commercial view, Field IQ helps brands understand what is actually happening across South Africa’s formal and informal markets, and to identify execution gaps that are costing growth.

A division of Field Force, the Field Sales & Marketing specialist unit within Provantage, Field IQ is supported by three additional specialist services: Outlet Health and Compliance Audits, which independently measure availability, pricing, promotions, visibility and in-store execution; Franchise Compliance and Performance, which connects operational and brand standards to measurable commercial improvement; and Seriti Route-to-Market, which enables governed distribution and market access across fragmented informal trade channels.

Together, these capabilities move insight into action by enabling Field IQ and Field Force to measure the market, diagnose performance gaps, activate solutions and track growth.