MARKET RESEARCH CENTER OF EXCELLENCE

Market research is a critical step in the acquisition process and requires due diligence; however, in October 2014, the Government Accountability Office identified limitations in market research performed on Department of Defense (DoD) procurements. To address these limitations, the authors evaluated issues that DoD acquisition professionals face in completing market research. They reviewed current federal literature pertaining to market research and analyzed data received from a questionnaire sent to more than 75 contracting and acquisition personnel, ranging from GS-09 contract specialists to Senior Executive Service-level assistant secretaries of the Navy. Different tools for market research were analyzed and benefits of a command-level staffed Market Research Center of Excellence were explored. Finally, the authors presented seven recommendations to improve market research effectiveness.