Common Mistakes in BDS Market Assessment - Presentation, SEEP PLP, Haight, et al, 2004

Description
The presentation looks at seven of the most common mistakes people and organizations make when assessing BDS markets...
1) Facilitators embark on a market assessment without determining clear hypotheses based on a market scan or a rapid market appraisal;
2) Facilitators do not link market assessment goals to the overall project strategy;
3) The MA team is not properly oriented in either the research methodology or tools nor the local context - facilitators assume they have adequate skills and knowledge for MA;
4) The MA process is not closely managed;
5) The MA is focused only on selected variables in the BDS market, rather than on a holistic picture of the market;
6) MA tools are selected too late and applied too rigidly in the process; and
7) Survey, interview, or focus group questions are not probing, do not cross-check data, or do not generate data about business outcomes.

Summary of results
The presentation gives possible reasons for each problem and provides a sample solution and ways to avoid them.



Associated Activities and Documents
Market Assessment
»	Common Mistakes in MA and How to Avoid Them, SEEP 2005