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To identify actions, assets and policies (direct and indirect) that could improve and strengthen relationships
between target populations and the markets they are reliant on to reduce household vulnerability (in times
of emergency) and increase household resilience (prior and following an emergency).
How does EMMA work?
EMMA is used after assessments have identified current (and future) needs and when agencies have potential
responses, objectives, target populations and intervention areas in mind. EMMA helps agencies to identify
appropriate response modalities and intervention entry points in which the target population are direct and/ or
in-direct beneficiaries.
EMMA uses tools commonly used in the humanitarian sector (seasonal calendars, household profiles and
response frameworks) coupled with a market mapping tool (used widely in value chain analysis in the
development sector) within an analytical framework that allows a step by step approach to market analysis (see
ANNEX EMMA Introduction for examples). EMMA encourages and empowers its users to consider direct and
indirect responses within a wider market system, which would have a positive impact (directly or indirectly) on
the affected/ targeted population. EMMA can be used in all sectors; food security, shelter, water, sanitation,
health or others.
What questions does EMMA answer?
In the EMMA process, baseline, emergency (and where needed forecast) market system maps are developed and
compared, enabling the practitioners to answer key questions regarding an item/ good, service, and income
source essential to the target population’s lives and livelihoods. These questions include:
How did affected populations engage with and use markets as part of their livelihoods before the crisis, and
how they are doing so now?
What has been the impact of the emergency on the most critical market-systems that people depended upon
before the crisis?
What capacity do these market-systems now have to supply priority goods and services to people if the
affected population had purchasing power (i.e. cash to spend)?
What would be the impact on these market systems if essential services were brought in from outside the
market area (i.e. in-kind assistance)?
How might key market-systems be quickly assisted to recover or function better so they contribute more
effectively to meeting affected population's emergency needs?
Based on the performance of the market, a variety of response options are identified based on: Consider the
below changes rather than the ‘if the market….’
1.
If the market is expected to perform well (A well functioning market)
2.
If the market system needs to be strengthened or supported (A market that requires support)
3.
If the market system is not going to be capable of performing well (A poorly functioning market)
4.
If further investigation and analysis is required (The needs for further investigation and analysis)
Three analytical strands run throughout EMMA as illustrated below (Box 0.13). Initially, they are relatively
separate, but as EMMA is an iterative process, the three strands come together during the analytical processes to
provide coherent rationales for the final recommendations. The strands are:
1.
Gap Analysis: to understand the unmet needs; livelihood strategies, emergency situation and preferences
of the target population.
2.
Market Analysis: to develop a profile of the 'normal' pre-crisis market-system and the current emergency
situation; the impacts on market-system, its constraints and capabilities to play a role in humanitarian
response. Seasonal analysis is included.
3.
Response Analysis: to explore different opportunities for humanitarian assistance: their respective
feasibility, likely outcomes, benefits and risks.
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What kind of data is collected: qualitative, quantitative…?
The EMMA process requires the collection of qualitative and quantitative information in a dynamic, fluid situation
where ideal assessment conditions are not possible. Some EMMA practitioners are more comfortable with the
collection of qualitative data but in order for EMMA to work well, quantitative data are also necessary.
Practitioners should collect estimations and ranges where possible. Box 6.2 (EMMATKp121) in ANNEX EMMA
Introduction illustrates the types of quantitative data used in EMMA and its application. Practitioners are advised
to always consider the relevance of such data to the analytical process being undertaken at each step of the
process. The volume of information collected and needing analysis can become overwhelming to practitioners.
When to use EMMA and in which contexts?
In rapid onset disasters, EMMA can be used as soon as an emergency situation has stabilised sufficiently that the
findings are not in danger of becoming immediately out-of-date due to further changes. Typically, this means that
absolute priority needs are being addressed, any displaced people have settled, and market-system actors
(producers, retailers, traders) have had a chance to assess their own situation and begin devising coping
strategies. This could be within two weeks of an emergency, if staff and resources are available.
In slow onset disasters EMMA would be used as soon as possible, before the situation hit crisis levels therefore
allowing time for the implementation of mitigation activities. Guidance on the application on EMMA in slow onset
is available in this document after the 10 Steps have been presented.