Market Research Design
It is critical to design your market research so that it provides quantitative or detailed qualitative data that can help you divide your target populations into segments. You can then identify and understand the characteristics of these segments, or sub-populations, so that you can develop SBCC products, services and interventions that these groups will use.
Your market research should provide your organization with information about:
- The potential market for the new SBCC product, service or intervention
- The specific benefits the target market will expect from the product, service or intervention
- Adjustments that should be made to the prototype of the product, service or intervention prior to launch, to meet the needs of the target population
- A reasonable price for the product, service or intervention
- The place from which the SBCC product, service or intervention will be delivered
- The quantity of the SBCC product, service or intervention that will be needed to meet potential market demand
- Methods and techniques to inform potential clients about the new product, service or intervention and motivate them to seek and use it
The 5 P´s of marketing will help you with this task
Population: What is the potential market for the new SBCC product, service or intervention?
2
Price: What is a reasonable price for the product, service or intervention?
3
Place: Where and how are you going to deliver the product, service or intervention to the target population?
4
Promotion: What is the most suitable way to package and promote the benefits of the new product, service or intervention?
5
Production: What is the quantity of the product, service or intervention that will be needed to meet potential market demand?
Please note that your market research need not be limited to the collection of original data using a questionnaire. Other examples of how SBCC or social marketing organizations, such as yours might gather market research data include using existing or ongoing market studies and research, DHS data, routine service statistics, and focus groups. All of these are captured in the resource below, “Nine Steps Required to Design and Implement Your Market Study.”
Market Research Worksheet
Instructions: Read and complete the following steps.
- Design a market study that will inform your organization about:
- The potential market for the new SBCC product, service or intervention
- The specific benefits the target market will expect from the SBCC product, service or intervention
- Adjustments that should be made to the prototype of the SBCC product, service or intervention prior to launch, to meet the needs of the target population
- A reasonable price for the product, service or intervention
- The place from which the product, service or intervention should be delivered
- The quantity of the product, service or intervention that will be needed to meet potential market demand
- Techniques to motivate people to use the product, service or intervention
- Prepare a brief description of the market study you plan to undertake. The description should include information about:
- The SBCC product, service or intervention you plan to introduce
- The objectives of your market study
- The research method you will use to collect data and information
- The sample population you will study
- The questionnaire you will use
- The data collection plan
Additional Resource
For clear instructions on designing and conducting a small-scale market survey, you can use the Nine Steps Required to Design and Implement Your Market Study.