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Market Research Guidelines

There are numerous ways to conduct market research. These are only intended as examples to provide guidelines and not necessarily the policy of your individual agencies. Please check with your agency's Section 508 Coordinator for procedures, guidance, tools and resources.

Research about the marketplace could go in many different directions depending on the purpose for which the information will be used. Because market research is the foundation for building an effective solicitation and a successful contract, the FAR appropriately requires agencies to conduct market research at the earliest stages in the acquisition process.

As it relates to Section 508, market research is the mechanism for determining the availability of compliant electronic and information technology (E⁢) products and comparing products that meet the government's requirements for accessibility. The definition of market research is: A process used to collect, organize, maintain, analyze, and present data for the purpose of maximizing the capabilities, technology and competitive force of the marketplace to meet an organization's needs for supplies or services.

Market research information will differ depending on whether the research is being conducted to develop a requirements document, support preparation of a solicitation, or both. Market research early in the acquisition cycle is intended to ensure that, if commercial items are available to satisfy the government requirement, then those commercial items will be acquired -- rather than a government-unique item.

When to Perform Market Research

Market research should be conducted appropriate to the circumstances.

  1. Before developing new requirements documents (specifications and standards). Ideally, contracting officers should partner with requiring activities on market research as soon as requirements are forecast, as a part of acquisition planning. Acquisitions usually begin with a narrative description of the government's needs. That description includes general statements of performance and functional characteristics, and should be thorough enough to permit the conduct of market research. Effective research will ascertain the availability of suitable commercial items to satisfy those needs, provide product and industry information, and identify existing systems and technology that can be used to develop the final requirements documents. In short, no new requirements documents should be developed before all questions are answered regarding current commercial market capabilities.
  2. Under the Simplified Acquisition Threshold [(SAT) $100,000 unless Presidential certified contingency operation ($200,000)] only when: "adequate information is not available and the circumstances justify its cost." This condition is recognition that market research takes time and money. For situations under SAT, existing knowledge about the market should be used to make your decisions, as even limited additional market research will seldom prove to be beneficial.
  3. Before soliciting offers with an estimated amount over the simplified acquisition threshold (SAT) or $100,000. When used to support the preparation of a solicitation it can identify the extent of competition in the marketplace, the effects of those competitive forces, and the successful acquisition practices of others who have purchased similar items or services.

Market Research Examples

The following market research examples were developed by teams of Section 508 Coordinators to illustrate the different methodologies that can be used to provide information that and be used by a procuring official to make informed decisions for the purchase of products and/or services that meet Section 508 requirements. These examples include market research planning processes, resources and tools for market research and examples of documentation. The resulting examples relate directly to the specific Section 508 Technical Standards. However, the methodology embodied in these examples can be applied to other product research situations.

Section 508 technical requirements:

  • 1194.21 Software applications and operating systems.
    • Case #1
      1. Scenario
      2. Summary of Market Research
      3. Develop a requirements document (Functional and Technical Requirements)
      4. Identify Section 508 Requirements that Apply
      5. Identify Vendors
      6. Distribute requirements (Functional, technical and Section 508) to Vendors
      7. Evaluate Vendors Results
    • Case #2
      1. Assignment
      2. Identify Applicable Section 508 Standard and Exemption Status
      3. Assumptions
      4. Vendor Product Research
      5. Product Analysis
  • 1194.22 Web-based intranet and Internet information and applications.
    • Case #3
      1. Identification
      2. Remediation
      3. Verification
      4. Recommendation
    • Case #4
      1. Project
        • Purpose
        • Market Research Scenario
        • "Perfect World" Assumptions
      2. Market Research - Selecting A Vendor
        • Deliverables
        • Benchmarks
        • Compliance Requirements
        • Web Accessibility Template
        • Market Research Template
        • Market Research Results
  • 1194.23 Telecommunications products.
    • Case #5
      1. Description of Requirements
      2. Research Methodology
      3. Research Results
      4. Determination of Findings
      5. Forward Recommendations
      6. Conclusions
  • 1194.24 Video and multimedia products.
    • Case #6
      1. Assignment
      2. Scenario
      3. Closed Captioning
      4. Audio description
      5. Sign language Insets
      6. Conclusion
  • 1194.25 Self contained, closed products.
    • Case #7
      1. Requirements
      2. Talking Points for the Requirements Statement
      3. Section 508 Applicable Standards
      4. Market Research
      5. Conclusion - Key Market Research Elements
  • 1194.26 Desktop and portable computers.
    • Case #8
      1. Assignment
      2. Requirements
      3. Methodology
      4. Vendors Considered
      5. Vendor Findings and Experiences
      6. Recommendations

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