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Overview
• What is market research (MR)?• Why do MR?• Who does MR?• When do you do MR?• How do you do MR?• Market Research Principles
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What is Market Research?
• FAR definition: “collecting and analyzing information about
capabilities within the market to satisfy agency needs”
Window Shopping!!
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What is Market Research?
• Market research is a continuous process for gathering data on – product characteristics– suppliers capabilities– business practices– PLUS the analysis of that information to make
acquisition decisions
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What is Market Research?
• Commercial Item– any item or service that is of a type customarily used
for non-governmental purposes – that has been sold, leased or licensed to the general
public or has been offered for sale, lease or license to the general public
– May also include items that will be available in the future or that require some modification
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Why do Market Research?
• Optimize the potential for use of commercial items/services
• Opens communication channels• Make an informed business decision• DoD can no longer afford not to
It Just Makes Good Business Sense!!
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Why do Market Research?
• Agencies are required to conduct market research appropriate to the circumstances:– While developing (finalizing) new requirements
documents for any acquisition;– Before soliciting offers for acquisitions exceeding
the simplified acquisition threshold (SAT); and– Before soliciting offers for acquisitions under the
SAT when adequate information is not available and the circumstances justify its cost
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Why do Market Research?
• Acquisition Team– Key word is
“team”– Brainstorming– Discussions
• Industry– Develop new potential
sources– Update knowledge of
tech advancements– Understand common
marketplace practices
No Room for Adversarial Relationships!!
Open Communication Channels
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Why do Market Research?
• Make an informed business decision– Type of contract– Use of incentives– Best Value– Small business considerations
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Who Does Market Research?
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Who Does Market Research?
ContractingOfficers
FM
Small Business
FunctionalsProgram Managers/
Requirements
QAEs/QASs
B R A G DFASDCMC
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Who Does Market Research?
• Business Requirements and Advisory Group (BRAG)
A customer-focused multifunctional team to plan and manage service contracts– Market Research– Requirements Definition– Contract Structure– Quality/Surveillance Measures– Contractors Input
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When do You do Market Research?
• As Part of Acquisition Planning– You should budget time and dollars for MR
• Before Making Commerciality Determination
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When do You do Market Research?
• During the Development of the Program Requirements– To determine if commercial, non-developmental
or developmental item or service– To identify commercial standards– To identify commercial QA practices– To write a performance-based work statement
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When do You do Market Research?
Time
Even
t
Need
Market Research
Commerciality Decision
Performance Objectives (Requirements) & Thresholds (Standards)
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How do You do Market Research?
– Facilitated by MR Group Leader• Makes initial
suggestions to begin session
• Tracks time• Writes down ideas• Reminds everyone of
“rules”
– Establish Time Limit– No Editing – No Discussion– When Done Compile and
Refine List
• Brainstorming Guidance
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How do You do Market Research?
• Establish a basic needs Statement– Can be as simple as 1 or 2 sentences– Should be outcome oriented– MR will help develop statement further
• Identify sources of information for market research
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How do You do Market Research?
• Group members research sources of information– Objective of researching sources of information is
to find potential sources contractor/vendors with whom you’ll be able to exchange information with
• Group refines/develops list of companies, users who will be contacted
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How do You do Market Research?
• Develop list of proposed questions• Determine methods to be used
– Personal contact– Telephone contact– Comprehensive questionnaire– Request for Information
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How do You do Market Research?
• Analyze results of market research– Support commerciality decision– Translate market research findings into PWS
requirements• Example: If findings revealed standards for warranties
ranged between 1 and 2 years, question if a 5 year warranty is necessary
• Document details in report• Post on homepage or BSX Web Page
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Principles of Market Research
• Start Early• Involve Users• Communicate• Think of Market Research as an Iterative
Process• Tailor the Investigation• Refine as you Proceed
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Principles of Market Research
• Start Early– Prior to Milestone 0– Budget time and money
• Involve Users– In addition to formal (BRAG) lines of
communication, establish informal ones with actual users
• Communicate– Don’t limit efforts to companies traditionally dealt
with in the Government market
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Principles of Market Research
• Think of Market Research as an iterative process– Used to determine commercial availability– Used to identify commercial practices, standards to
incorporate in PWS– Used to support business decisions
• Refine as you proceed
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Principles of Market Research
• Tailor the investigation– Dependent on complexity, urgency, estimated dollar
value, information readily available and past experience
VS
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