Conducting a value chain analysis.

Abstract The paper provides a step-by-step guide on how to perform value chain analysis. It also includes guidance on how to choose promising chains and products. Then, it offers practical advice on conducting consumer research and interviews; analysing data; converting analysis into recommendations; and finally reporting back to chain members and other stakeholders. At each step, the paper gives tips based on the researchers' experience from the many projects they have delivered and mentored, and they encourage the reader to refer constantly to this manual throughout the work for a more robust and impressive results.