sample market research report government contracting

U.S. Government Accountability Office

Market Research: Better Documentation Needed to Inform Future Procurements at Selected Agencies

What gao found.

Market research guidance at the Departments of Defense (DOD), Homeland Security (DHS), and Transportation (DOT) and the Federal Aviation Administration (FAA) is consistent with federal regulations in terms of market research objectives and builds on the techniques for communicating with industry outlined in federal regulations. All four agencies require that market research be clearly documented and note that documentation can inform current and future procurements. GAO found, however, that the agencies' guidance varied on the specificity of market research documentation. For example, DOD, DHS, and FAA guidance identify specific market research elements to be documented. Based on analysis of these market research elements, GAO identified four elements which, if recorded, would provide an understanding of the research completed. These elements include the market research methods used, when it was conducted, an analysis of vendor capabilities, and a conclusion. DOT's market research guidance did not require specific elements to be documented, which increases the risk that it would not be available to inform future procurements.

All 28 contracts GAO reviewed included some evidence of the market research conducted. The market research conducted on the 12 higher dollar contracts GAO reviewed tended to be more robust and include more techniques that involved outreach to vendors—such as issuing requests for information to industry—which appeared to help promote competition. Agencies did not take advantage of many available market research techniques on the 16 lower dollar contracts GAO reviewed and as a result may have missed opportunities to promote competition (see figure).

Figure: Market research techniques for 28 contracts GAO reviewed

GAO also identified limitations in the market research for seven DOD and DHS lower dollar contracts that appeared to be incomplete or outdated. For example, DHS relied on incomplete information regarding potential vendors' ability to meet its requirement for parking services. Further, in 14 of the 28 contracts, the four agencies did not document one or more of four basic elements that GAO's review of agency guidance identified as important to the ability to understand the research. GAO identified this shortfall most often on lower dollar contracts reviewed at DOD and DHS. Internal control standards state that significant events need to be clearly documented so as to ensure management directives are carried out. Not documenting basic elements of the market research potentially limits the ability of agency acquisition personnel to use market research to inform future procurements, a goal identified in agency guidance.

Why GAO Did This Study

The federal government spends hundreds of billions of dollars annually to acquire goods and services from the private sector to support agency missions. Market research—the process used to collect and analyze data about capabilities in the market that satisfy agency needs—is critical to inform decisions about how best to acquire these goods and services.

GAO was asked to examine how federal agencies conduct and use market research. This report assesses (1) selected agencies' market research guidance and policy and (2) how selected agencies conducted market research on selected procurements. GAO reviewed federal regulations and market research policy and guidance at DOD, DHS, and DOT—three agencies GAO selected based on fiscal year 2012 contract obligations and the mix of products and services procured. GAO also reviewed policies and guidance issued by the FAA, which is not subject to the Federal Acquisition Regulation. To assess how market research was conducted on individual contracts, GAO reviewed a nongeneralizable sample of 28 contracts selected based on dollar value and analyzed contract files.

Recommendations

To inform future acquisitions, GAO recommends that the Secretary of Transportation update its market research guidance and the Secretaries of Defense and Homeland Security take action to ensure their acquisition personnel clearly document the basic elements of the market research that was conducted. The agencies concurred with these recommendations.

Recommendations for Executive Action

Full report, gao contacts.

Timothy J. DiNapoli Managing Director [email protected] (202) 512-4841

Office of Public Affairs

Chuck Young Managing Director [email protected] (202) 512-4800

COR Examples and Templates

• Acquisition Strategy Template
• Acquisition Plan Template
• Market Research Project Plan
• Tips to conduct Market Research
• Independent Government Cost Estimate (IGCE) Template for Commercial Items
• Independent Government Cost Estimate (IGCE) Template for R&D
• Statement of Work Template (SOW)
• Performance Based Statement of Work (PBSW)
• Statement of Objectives (SOO)
• Quality Assurance Surveillance Plan (QASP)
• Technical Evaluation Panel (TEP) Report
• Technical Evaluation Criteria (Numerical Rating)
• Technical Evaluation Criteria (Adjectival Rating)
• Justification and Approval for Sole Source (J&A)
• Limited Source Justification (LSJ)
• Sample Business Cost Proposal Instructions
• Sample Technical Proposal Instructions
• Contracting Office (CO) appointment memo to Contracting Officer Representative (COR )
• Contracting Officer Representative (COR) contract file contents
• Simplified Acquisition Map and Job Aid

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Government contracting factsheets

These factsheets provide guidance, information, and resources to help you find opportunities and navigate the federal marketplace.

• Small business resources [PDF - 345 KB] Provides essential web-based resources and tools for doing business with the federal government, understanding how to access funding and small business loans, along with helping small businesses find future contracting opportunities. 
• Succeed with the system for award management data bank [PDF - 820 KB] Supports small businesses using the data bank on SAM.gov to conduct market research, generate reports, understand purchasing trends in the federal marketplace, and develop a data-driven marketing plan.
• How to respond to pre-award notices [PDF - 905 KB] Guides small businesses with understanding the importance of responding to Requests for Information (RFIs), Requests for Proposals (RFPs), and Sources Sought Notices and provides tips and best practices for preparing responses that meet government requirements.
• Marketing to federal customers: What every small business should know [PDF - 688 KB] Outlines effective tips and strategies to capture federal opportunities and develop a solid federal marketing plan, which is a key element to success in federal contracting.
• Use the GSA forecast tool to find contracting opportunities [PDF - 1023 KB] Provides information on navigating the Forecast of Contracting Opportunities tool to support small businesses with finding potential contracting opportunities.

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Change Number: 2022-0517 Effective Date: 05/17/2022

PART 10 – MARKET RESEARCH

      10.001 Policy.

      210.001 Policy.

      10.002 Procedures.

10.001 Policy.

(b) All Sources Sought Notices (SSN) and Requests for Information (RFI) for acquisitions with an estimated value exceeding $5M, with the exception of the Sole Source Notice of Intent, shall be forwarded to the DISA Office of Small Business Programs (OSBP) for review to ensure, for example, potential sources are not requested to submit more than the minimum information necessary. OSBP has 5 business days to complete the review.

210.001 Policy.

(a)(ii) The program office or the requiring activity must address whether the acquisition can or cannot be set-aside for small businesses in the market research report.

(S-90) The contracting officer will thoroughly review and validate as appropriate the market research report.

(1) The program office or requiring activity and the contracting officer must fully document and detail market research with respect to small business participation. Market research must document to what extent the small business community, as a whole, has or does not have the ability to support the requirement. If the resulting acquisition strategy does not include a small business set-aside, market research documentation should explicitly explain why a set-aside is not appropriate. The contracting officer will certify by signature on the market research report whether or not the results support or do not support setting aside the acquisition.

(2) When market research indicates that the small business community, as a whole, does not possess the required capability or capacity to perform as a prime contractor, consideration must be given to small business subcontracting. The market research report should address subcontracting opportunities for small businesses.

(S-91) The contracting officer shall notify the OSBP via e-mail of all industry days, including date, time and location of event, in sufficient time for OSBP participation using the title “Industry Day Notification” to the OSBP email: [email protected] .

10.002 Procedures.

(ix) The contracting officer shall document and attach the results of the SBA Dynamic Small Business Search tool at http://dsbs.sba.gov/dsbs/search/dsp_dsbs.cfm to the Market Research Report and forward with the DD Form 2579 to OSBP for review. Assistance is available from the OSBP when seeking potential sources.

(x) Post procurement notices to Contract Opportunities including SSNs or RFIs. (See DARS 19.202 (S-93)(2)(3)).

(A) A RFI is used to develop requirements and make decisions regarding acquisition strategies when limited or no acquisition history is available and when industry input is required. When an RFI is planned, allow for the following:

(1) Posted on Contract Opportunities for at least 21 business days to ensure maximum participation by small business concerns.

(2) Use the approved DISA RFI template at DARS PGI 10.001(b).

(B) A SSN is used when there is a known requirement with a previous procurement history, or a well-defined new requirement. When a SSN is planned, allow for the following:

(1) Posted on Contract Opportunities for a minimum of 14 calendar days to ensure maximum feedback.

(2) Use the approved DISA SSN template at DARS PGI 10.001(b).

(S-90) Except for the issuance of a SSN or RFI, market research is primarily the responsibility of the program office or the requiring activity. Market research documentation must be complete, unbiased, and supported by facts, not more than 12 months old (for award of contracts other than task or delivery orders) and provided as part of the requirements package. Include the market research report in the contract file.

(S-91) Market Research Report (MRR) templates are located in DARS PGI 10.002(S-91).

Table 10-1 MRR Template Type

(S-92) Exceptions to Market Research Report.

(1) Undefinitized Contract Actions (UCA)

(2) Bridge Contract Actions

(3) 52.217-8 Options

(S-93) F or DISA-only requirements, the contracting officer shall email the final, signed, and redacted Market Research Report to the Market Research Repository mailbox at DISA Ft Meade BD Mailbox MRR .

DARS Appendix

• Data Initiatives
• Regulations
• Smart Matrix
• Regulations Search
• Acquisition Regulation Comparator (ARC)
• Large Agencies
• Small Agencies
• CAOC History
• CAOC Charter
• Civilian Agency Acquisition Council (CAAC)
• Federal Acquisition Regulatory Council
• Interagency Suspension and Debarment Committee (ISDC)

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