Lesson 3.1 – Why Market Analysis Matters
Section 3 · Lesson 3.1 · Approx. 25 min · Text-based lesson
Why Market Analysis Matters
This lesson is currently text-based. Use this page as the concise guide and the downloadable PDF for the full supporting detail.
Lesson content
This lesson positions market analysis within the EAFIP preparatory phase and explains why the assumption “we know the market” can lead to the wrong instrument, restrictive specifications or a failed procurement.
What you will learn
- Explain the purpose of market analysis in innovation procurement
- Locate SOTA analysis and OMC within the EAFIP preparatory phase
- Use market maturity and TRL evidence to inform instrument choice
- Recognise the consequences of skipping market analysis
- Apply lessons from a successful and a failed market scan
The preparatory pathway
1 · Needs assessmentDefine and prioritise the unmet need.
2 · SOTA analysisSearch products, R&D, patents, standards and suppliers.
3 · Business caseCompare costs, benefits and strategic value.
4 · Procurement strategyUse TRL, IPR and market evidence to select the route.
5 · OMCValidate desk research directly with the market.
Key terms
| SOTA | State-of-the-Art analysis: structured research into existing and emerging solutions. |
|---|---|
| TRL | Technology Readiness Level: a scale describing technological maturity. |
| COTS | Commercial off-the-shelf: a solution already available for purchase. |
| OMC | Open Market Consultation: structured pre-procurement dialogue with the market. |
Core question
Can the market already solve the defined problem—and at what level of maturity?
Before you continue
Reflection: What evidence would challenge your organisation’s current assumptions about the supplier market?
Lesson resource: S3-L1 — Why Market Analysis Matters.
