Once initial value chain
analysis has been completed, and once potential market or
"commercially viable” solutions that will address
issues of competitiveness have been formulated and
short-listed, the following discussion guides can be used to
assess the proposed solutions.
Existing/potential beneficiaries of the solution or service
are asked about it through the use of the “Interview
Guide for Users/Beneficiaries of the Market-based Solution”.
Existing/potential providers of the solution are asked about
the service through the “Interview Guide for Providers of
the Market-based Solution.” In this way, the design team
is able to assess the commercial viability of the proposed
solution, as well as the constraints that need to be overcome
to make it successful.
These interview guides are illustrated on the following
pages.
Note: These guides should be used as tools to conduct
interviews, rather than given to individuals to fill out on
their own.
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INTERVIEW GUIDE FOR USERS/BENEFICIARIES
OF THE MARKET-BASED SOLUTION (DEMAND-SIDE)
Name of Market-based Solution:
Respondent:
Contact information:
Type of company:
Position/title in business:
Location:
Number of employees:
How long in business:
Interviewed by:
Date / Time:
Introduction:
We represent the ___________ project. We have conducted research into the _____________ industry and have found that the lack of
[name of market-based solution] is a constraint facing many
[targeted market-based solution user]. We are here to follow up with this issue and try to understand what the problems are and what can be done to address them. We are hoping you can help us to do this.
Incentives / Risks / Satisfaction
1. What incentives do you have for using/purchasing [name of market-based
solution]?
2. What are the risks/constraints you face in using [name of market-based
solution]?
3. Are you satisfied (do you have problems) with the [name of market-based solution] that you are currently using? Explain.
4. What could be done to solve these problems?
5. What could the providers of [name of market-based solution] do to improve the
[name of market-based solution] they provide?
Usage / Transaction / Relationship
1. Have you acquired [name of market-based solution]? If yes, from whom?
2. How often? Has your purchase/acquisition of [name of market-based solution] been increasing?
3. What are the features and qualities of good [name of market-based solution] that are important to you?
4. Describe how you acquire / pay for [name of market-based solution] (fee/ embedded /etc.)? Explain the nature of the business relation.
5. If for fee, what price was paid? How much have you spent for
[name of market-based solution] over the past twelve months? Do you feel that this is a fair price given what you received?
6. Have you moved to better quality [name of market-based
solution]? Explain. If you haven't acquired [name of market-based solution] explain why.
Awareness
1. How did you learn about the provider you receive [name of market-based solution] from and why did you choose this provider?
2. Who else do you know who provides [name of market-based
solution]? (ask them to describe these providers and provide us with their contact information)
3. Describe the type of [name of market-based solution] they provide.
4. What percentage of businesses like yours are aware of [name of market-based
solution]?
Questions Specific To [name of market-based solution]
1. (Example) How do you determine whether improved [name of market-based solution] is worth the price?
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INTERVIEW GUIDE FOR DISCUSSIONS WITH PROVIDERS
OF THE MARKET-BASED SOLUTION (SUPPLY-SIDE)
Name of Market-based solution:
Respondent:
Contact information:
Type of company:
Position/title in business:
Location:
Number of employees:
How long in business:
Interviewed by:
Date / Time:
Introduction:
We represent the _________________ project. We have conducted research into the ________ industry and have found that
[name of market-based solution] is a constraint facing many
[targeted market-based solution users]. We are here to follow up with this issue and try to understand what the problems are and what can be done to address them. We are hoping you can help us to do this.
Incentives/ Risks/Constraints
1. What incentives do you have for providing [name of market-based solution] to
[targeted market-based solution users]? (machines, skills, inputs, etc.)
2. What constraints or risks do you face in providing [name of market-based solution] to
[targeted market-based solution users]?
3. What support do you need to mitigate risks or develop your capacity to address these constraints?
Description (diversity of production, features/benefits, cost recovery, etc.)
1. Describe how you provide [name of market-based solution] to
[targeted market-based solution users].
2. How do you cover your costs of providing [name of market-based solution] to
[targeted market-based solution users]?
3. Do you provide different [name of market-based solution] to different
[targeted market-based solution users]?
4. What are the features and benefits (transport, after sales services, warranties, etc.) that you provide to make
[name of market-based solution] more appealing to
[targeted market-based solution users]?
5. How many firms provide [name of market-based solution] to
[targeted market-based solution users]? (get contact info) Specify if these are high/quality
[name of market-based solution]
Users / Trends
1. Which [targeted market-based solution users] (type and location) do you provide
[name of market-based solution] to?
2. How many of these do you provide [name of market-based solution] to? How much
[name of market-based solution] do you typically provide per year and what is the average price you charge (if it is a fee-based solution)?
3. How many people do you think can use (and acquire/pay for)
[name of market-based solution] in the area you operate in? Do you see the need for
[name of market-based solution] growing in the future?
4. How do you obtain information on what [targeted market-based solution users] want?
5. How do you let [targeted market-based solution users] know that you offer
[name of market-based solution]? |
