Step 2 Research

Duration: 3-6 months

Good market research is the foundation of any market-based approach. It involves qualitative as well as quantitative methods and a national perspective. In this step, you will start to define and understand your target market – their desires, needs, priorities and practices as well as how they purchase durable products they want. You will also identify and understand the main businesses already involved in supplying sanitation products – what they offer, how they operate, and how they link together.

Your consumer market research should answer 3 main questions:

  1. What do consumers and their families gain personally from having and using a good latrine, compared to what they have and do now for defecation?
  2. What is a ‘good’ latrine, what features and functions should it have (and not have), and what should it cost?
  3. How can we make the process of learning about, purchasing and installing a good latrine a lot easier, quicker, and more reliable?

Market research on rural sanitation consumers around the world has shown that many of the motivations for purchasing an improved latrine relate to private non-health benefits such as convenience, privacy, safety and status and are linked to positive, aspirational drivers. Constraints to investment often relate to affordability, but are also closely linked to the complexity of the purchase process and the lack of good latrine designs that offer consumers value for money.

Rural households often have to go to many different shops and negotiate prices for labour, materials and transport – if the purchase process is confusing and time-consuming, this can be a major barrier. Your market research will explore these issues in detail, and will also identify the specific features and attributes that people want most in a physical latrine facility, and how much they might be willing to pay.

Your supply-side market research should help you understand the existing supply chain for sanitation products and services.

A supply chain is a network of businesses that coordinate and participate in the production, delivery, and sale of a product or service to the consumer. Supply chains include all the businesses involved in sourcing raw materials, making finished products, and distributing and installing these to end consumers. Your sanitation supply chain research will:

  • Identify current latrine designs, products and services available in the market
  • Identify the different types of businesses involved in sanitation and how they are connected to each other
  • Understand the characteristics, operations, and needs of different business types
  • Map relationships between businesses and end-consumers (the ‘consumer pathway to purchase’)

Supply chain research involves understanding costs, prices and margins at each step of the supply chain, so doing the math is critical.

PowerPoint icon
Slides

Conducting Consumer Market Research Conducting Consumer Market Research (1269 KB)

Conducting Market Research - Supply Chains Conducting Market Research - Supply Chains (3252 KB)

Webinar 3, Ari Kamasan, Demand creation and product promotion Webinar 3, Ari Kamasan, Demand creation and product promotion (1994 KB)

Document Icon

Documents

WSP, 2011, Introductory guide to Sanitation Marketing WSP, 2011, Introductory guide to Sanitation Marketing (4109 KB)

Sanitation Marketing for Managers, USAID-HIP, 2010 Sanitation Marketing for Managers, USAID-HIP, 2010 (1817 KB)

UNICEF Guidance Note 2 Consumer Behaviour UNICEF Guidance Note 2 Consumer Behaviour (320 KB)

UNICEF Guidance Note 3 Supply Chains and Business Models UNICEF Guidance Note 3 Supply Chains and Business Models (587 KB)

Assessing Favourable Conditions Assessing Favourable Conditions (1117 KB)

Conducting Consumer Market Research Conducting Consumer Market Research (1269 KB)

Consumer survey question guide Consumer survey question guide (23 KB)

iDE, Sanitation deep dive - Supply chain interview guide iDE, Sanitation deep dive - Supply chain interview guide (35 KB)

iDE, Sanitation deep dive - Villager interview guide iDE, Sanitation deep dive - Villager interview guide (31 KB)

Questionnaire for individual household survey Questionnaire for individual household survey (154 KB)

SNV and IRC, 2012, Rural sanitation supply chains and finance - Progress brief SNV and IRC, 2012, Rural sanitation supply chains and finance - Progress brief (472 KB)

Supply chain analysis and strategy development - water and sanitation in Kampong Speu, Cambodia Supply chain analysis and strategy development - water and sanitation in Kampong Speu, Cambodia (3223 KB)

WSP, 2000, Supply chains - A global initiative WSP, 2000, Supply chains - A global initiative (117 KB)

WSP, 2007, Supply chain assessment for sanitary latrines in rural and peri-urban areas of Cambodia WSP, 2007, Supply chain assessment for sanitary latrines in rural and peri-urban areas of Cambodia (694 KB)

WSP, 2008, Identifying constraints to increasing sanitation coverage - demand and supply in Cambodia WSP, 2008, Identifying constraints to increasing sanitation coverage - demand and supply in Cambodia (2281 KB)


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