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| Guide to BDS Market Assessment for Program Design - A FIT Manual, ILO, Miehlbradt, 2001 |
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| Implementing agency(ies) | Independent Consultant |
| Funding agency(ies) | ILO |
| Date completed | April 2001 |
| Contact person(s) | Ms. Aly Miehlbradt |
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Description
Developing markets for business services may be the best way to enable large numbers of SEs to obtain the business services they need and want. This guide is meant for those who are planning to design a BDS market development program. It is also useful for BDS providers who want to assess markets to increase their sales, expand their outreach, and improve their services. The Guide uses three examples to illustrate the concepts and tools discussed: the International Labour Organization (ILO) assessments of BDS markets in Indonesia, Ghana, Cambodia, and Thailand; the GTZ assessment of BDS markets in Nepal; and the USAID study of information and communication services in the Philippines.
The guide addresses the reasons for doing a market assessment, the information it can and cannot provide, and the information it aims to gather. The guide concentrates on the practicalities of conducting an MA and using the information for program design. Examples are included in each section to help the reader see how the concepts can be applied. Sections cover:
- Reasons a market assessment should be conducted;
- Information an MA can provide;
- Limitations of MA;
- Parts of a market that can be assessed;
- Information needed in an MA;
- How information can be gathered;
- Conducting consumer research;
- Conducting supplier diagnostics;
- Challenges in information gathering;
- Analyzing market research data;
- Using market analysis for program design; and
- Ways to keep market assessment cost effective.
The guide also contains samples and models of MA tools, a discussion guide for focus group discussions, and a sample analysis of an advertising market.
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