What are the questions necessary to spot or identify the difference between Retail Audit Measurement Index (RAI) or Store Observation Retail Tracking (SORT) research products by a provider and how to assess them?

Most people confuse Retail Audit Measurement Index (RAI) with Store Observation Retail Audit Tracking (SORT) research methodologies and outcomes because, on the surface, both involve “going to stores and collecting data.” But underneath, they are fundamentally different research methodological approaches or systems and they produce different outcomes and results. 

Further to SumsureIQ post( click here to see previous article) on the discussions of the above topic in LinkedIn on 26 May 2026, below are 17 short, sharp and high‑precision sets of questions that will instantly expose whether a provider is selling RAI or SORT. These questions are formulated specifically for the Emerging markets, especially African countries FMCG ecosystems, where many agencies blur the lines.

Each question includes what a “TRUE” RAI provider delivers and what a SORT provider will reveal (even if indirectly).

1. Do you collect quantitative SKU‑level sales data from retail outlets/stores?

  • RAI answer: Yes:- we collect SKU‑level, stock, purchases, pricing, distribution. Sales data are quantitatively measured from the collected stock and purchases data using mathematical estimations.  
  • SORT answer: No:- We collect observed sales, we observe shelves, facings, presence or availability.

2. Is your methodology a continuous monthly audit or periodic observation?

  • RAI: Yes:- we do Monthly continuous data collections and measurement.
  • SORT: No:- Periodic (weekly/bi‑weekly/monthly) store visits without continuous audit structure.

3. Do you measure numeric and weighted distribution using audited sales?

  • RAI: Yes :- we calculate both numeric and  weighted distribution figures from the sales data.
  • SORT: No :- we can only estimate numeric presence or availability.

4. Do you collect store‑level stock movement (opening stock, closing stock, sales-out)?

  • RAI: Yes :- we collect store level inventory. This is core to retail audit. We collect both forward (what is on the shelf) stock and backroom stocks
  • SORT: No :-  we only collect what is on the shelf and prices

5. Do you have a defined retail census and statistically representative sample?

  • RAI: Yes :-  we have
  1. census (universes)
  2. stratified sample (statistical sample design)
  3. national projection (statistically projected).
  • SORT: No :-  convenience or route-based store lists (no sample design, no projections).

6. Do you provide market size and share estimates?

  • RAI: Yes :- we do. Because, we have total country sales data for each category.
  • SORT: No :- we do not. Impossible without total country audited sales.

7. Do you track price architecture (RSP, promo price, pack-price ladders)?

  • RAI: Yes :- we do. Prices are some of our core metrics.
  • SORT: Yes but Limited :- We may note shelf price but not architecture.

8. Do you measure out-of-stock rates using stock movement or only shelf observation?

  • RAI: Yes :-  we do measure Stock-based OOS (accurate).
  • SORT: No:- Shelf-based OOS (inaccurate).

9. Do you collect display, visibility, and merchandising execution as secondary metrics?

  • RAI: Yes :- we do, but as add-ons to sales data.
  • SORT: Yes :- This is the primary metric for SORT

10. Does your methodology allow for statistical projections of the collected data to the total Country universe?

  • RAI: Yes :- we statistically project the data to the total country universes for each of the categories.
  • SORT: No :- we do not have the store universes.

11. Can you provide channel-level performance (Traditional Trade (TT), Modern Trade (MT), Kiosks/Mini Stores, Groceries, Petrol Marts, etc.?

  • RAI: Yes :- we can provide structured channel definitions.
  • SORT: Often No :- or may be very limited.

12. Do you integrate with a consumer panel or household consumption data?

  • RAI: Yes :- we do integrate them to explain sales drivers.
  • SORT: No :- we don’t measure sales. We have observed sales.

13. Do you produce monthly trendlines for sales, distribution, pricing?

  • RAI: Yes :- we have continuous monthly time series data for each category
  • SORT: No :-  we produce snapshots data based on client requests but they are not continuous

14. Do you have audit forms/APP with SKU‑level fields?

  • RAI: Yes :- we have a structured audit forms in the form of an APP
  • SORT: Maybe Yes :-  but mostly in the form of observation checklists only.

15. Do you validate data using store-level reconciliation (stock vs sales)?

  • RAI: Yes : for RAI, reconciliation is mandatory.
  • SORT: No :- nothing to reconcile but may do some data checks

16. Can your data support econometric modelling (price elasticity, distribution elasticity)?

  • RAI: Yes :- because we have quantitative inputs and continuous monthly data.
  • SORT: No :- insufficient data depth or gaps in the data

17. Can we use the data for Brand Coverage Analysis and Assessment?

  • RAI: Yes :- we have continuous monthly sales data for each category and brand as well as manufacturers
  • SORT: No :- Data gaps, insufficient data for Brand Coverage Analysis

How to Use These Questions in Practice for Assessment

Ask these questions in a sequence. If the provider fails any of the first five, they are not a Retail Audit measurement Index (RAI) provider.

If they fail some of any of these questions: 1, 3, 4, 5, 6,10 they are 100% SORT provider

If they fail any of the following questions: 5, 10, 15 and 16, they are trying to sell Store Observation Retail Tracking (SORT) as Retail Audit Measurement Index (RAI)

If they pass all the 17 questions, they are a Full  Retail Audit Measurement Index (RAI) provider comparable to SumsureIQ’s sRetailIQ or Nielsen’s RMS.

Follow SumsureIQ for more discussions on the FMCG sector and Market Research Methodologies

SumsureIQ is a full service market research agency. We provide a variety of market research products based on robust econometric, mathematical and statistical approaches. In Ghana, SumsureIQ is the only research agency or company providing monthly Retail Audit Measurement Index (RAI) as standard.

Our main product is Retail Audit Measurement Index (RAI) for which we have monthly data from January 2022 to date for over 75 segments/categories. From 10 retail channels (including Modern Trade and Petrol Marts) across all the 16 regions in Ghana. We also provide Retail Store Observations Retail Tracking (SORT). However, these are bespoke researches based on client specifications/requirements and objectives. For more details on our services and product range, visit our website at www.sumsureiq.com

Are you a manufacturer/Retailer, a stakeholder or a player in the FMCG market in any African country? Are you leveraging real-time retail insights to scale your business for growth?

If you wish to leverage real-time retail audit data to improve your categories and brands share performances, SumsureIQ (www.sumsureiq.com) is ready to have a discussion with you.

Please visit our website and contact us: www.sumsureiq.com

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