Applying BDS Market Research to ICT-based business services, 2000
The technical note covers both the design and analysis of a UAI market study. Concepts are illustrated with actual examples from the application of the tool in two recent studies. The first was a research study by the Microenterprise Best Practices Project on MSEs' access to, uses of and benefits from information and communications services in the Philippines. The second was an assessment of the Nepali market for a variety of BDS conducted by GTZ. This assessment is being used as the basis for designing BDS market-stimulating interventions in Nepal. The technical note includes a section on lessons learned from these two studies to provide guidance for those using the UAI tool in the future. The authors conclude with the implications of marketing research for donors, suggesting that the UAI market study is both a useful and cost-effective tool for designing and monitoring programs aimed at improving BDS markets.