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Emergency Market Mapping and Analysis (EMMA) Guidance Notes
An Outline Of The EMMA Process plus Guidance for
Slow Onset Disasters
April 2012
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© Oxfam GB, April 2012
This document is compiled by Lili Mohiddin, independent food security and livelihood
consultant. This guidance was developed by Oxfam GB Humanitarian Department under
the overall coordination of Emily Henderson.
This document is a product of consultation with different Humanitarian organisations and
benefits from the extensive comments received from the market core group. The author
would like to specifically thank Jermaine Bayas, Sasha Muench, Nanthilde Kamara,
Philippa Young, Jonathan Brass, Mike Albu, Karri Byrne, and Emily Henderson for their
extensive comments. The development of this guidance has been supported by ECHO
through the Emergency Response Capacity funding channel and by the IRC for the editing
part of it.
The publication is copyright but the text and graphics may be used free of charge for the
purposes of advocacy, campaigning, education, and research, provided that the sources
is acknowledged in full. The copyright holder requests that all such use be registered with
them for impact assessment purposes. For copying in any other circumstances or for re-
use in other publications, or for translation or adaption, permission must be secured and
a fee may be charged. Email policyandpractice@oxfam.org.uk
Oxfam is an international confederation of 17 organizations networked together in more
than 90 countries, as part of a global movement for change,
to build a future free from
the injustice of poverty.
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Emergency Market Mapping and Analysis (EMMA) Guidance Notes
An Outline Of The EMMA Process plus Guidance for
Slow Onset Disasters
Emergency market map for imported rice, Liberia April 2011
Additional information is available from Emily Henderson (ehenderson@oxfam.org.uk) and EMMA
online:
http://emma-toolkit.org/
Crucial Pre-EMMA
Preparation
Step 1
Essential
Preparation
Step 2
Critical Market
Selection
Step 3
Preliminary
Analysis
Step 4,5,6
Data Collection
and Final Mapping
Step 7, 8
Final Gap and
Market Analysis
Step 9
Response
Recommendations
Step 10
Communicating
Results
Monitoring
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Contents
Using the Guidance Notes and Annex: ......................................................................................................................... 4
Glossary – See EMMA Toolkit Glossary for more definitions ....................................................................................... 5
What is the purpose of this document? ....................................................................................................................... 7
Who is this document for? ........................................................................................................................................... 7
Why use EMMA? .......................................................................................................................................................... 7
How does EMMA work? ............................................................................................................................................... 9
Step 1: Essential Preparation ...................................................................................................................................... 14
Step 2: Critical Market Selection – an important step so consider carefully ............................................................. 17
Step 3: Preliminary Analysis and Mapping - get started ............................................................................................ 20
Steps 4, 5 and 6: Field work preparation, data collection and final mapping ............................................................ 23
Steps 7 and 8: Gap and market analysis ..................................................................................................................... 27
Step 9: Response Recommendations ......................................................................................................................... 32
Step 10: Communicating Results ................................................................................................................................ 34
Monitoring: Keep the maps alive! .............................................................................................................................. 35
Annexes ...................................................................................................................................................................... 39
Using the Guidance Notes and Annex:
These Guidance Notes are a synopsis of the EMMA Toolkit (Albu 2010), outlining the key steps and
activities of the EMMA process, plus added practical insights from the field application of EMMA.
Guidance on the application of EMMA in slow onset disasters is also included in text boxes at the end of
each step. The Guidance should be read in conjunction with the EMMA Toolkit, and references to the
EMMA Toolkit are made throughout to provide the user with additional information should they
require References are made in the following form: “EMMATKp10 Sec1.1”, meaning EMMA TOOLKIT
page 10 Section 1.1. Annexes include some of the key tables and figures from the Toolkit as well as a
basic glossary.