This paper presents the conceptual framework used for the study. The conceptual model gives a clear picture of the structure of the study and shows how the theory is linked to practice. Then, we present the methods used for the study: case study and questionnaire survey. It is concluded that a combination of qualitative and quantitative approaches provides a comprehensive understanding of how smallholders can be involved in the fish export supply chain. It encompasses the choice of the research design, the methods of data analysis, and credibility of the results.