Applying Market Research Tools to the Design and Improvement of BDS, DAI, Miehlbradt & Chua, 1999

Description
This technical note on the systematic use of market research tools can help BDS practitioners develop or improve business services for SEs and assist donors in choosing appropriate interventions or identifying potential monitoring tools. The tools help a service supplier, facilitator, or donor learn more about consumer demand for BDS, which can then be used to improve the market for a service. The note covers three market research tools:
1. The usage, attitude, image (UAI) market study;
2. The product concept test; and
3. The price sensitivity test.

Summary of results
The authors found the UAI market study and product concept/price sensitivity tests to be quite manageable tools. In field studies, they learned lessons about using the tools and the survey methodology and about what worked well, what did not work so well, and issues that were particularly challenging and, in some cases, could not be resolved.