Points to consider
Market sounding is not appropriate for every project.
Consider carrying out market sounding if the answer to any of these questions is 'yes':
- is there doubt over the existence of a market for the identified business need?
- assuming there is a market of some kind, are there doubts over its capacity, capability, maturity or competitiveness?
- is first-hand in-house knowledge of the market superficial, incomplete or simply absent?
- is there uncertainty about the level of suppliers' interest?
- is the desired outcome likely to involve significant business change? is it unprecedented?
- is there a need to manage expectations of the project?
- is the requirement very unusual? is the solution likely to be complex or innovative?