market research

Market research in public procurement refers to the systematic process of gathering information about available suppliers, products, services and competitive conditions before launching a procurement procedure. It helps contracting authorities make informed decisions about how to structure a competition and what requirements are realistic.

How does market research work?

Market research typically begins with desk-based investigation: reviewing databases, industry reports, supplier registries and previous contracts. Under EU Directive 2014/24/EU, Article 40 expressly permits contracting authorities to conduct preliminary market consultations to prepare procurements and inform economic operators of their plans and requirements.

Think of it as doing your homework before launching a major project — the better you understand the landscape, the better your decisions will be. The findings from market research inform key choices such as the procurement strategy, the drafting of requirements specifications and whether a more structured market dialogue with suppliers is needed.

Common methods

Contracting authorities may conduct market research through:

• Desk research: Searching supplier registries, industry statistics and public databases
• RFI (Request for Information): Formal requests to the market for information on capacity and available solutions
• Prior information notice: Publishing on platforms like TED to inform the market and invite feedback
• Analysis of previous contracts: Reviewing outcomes and lessons from similar procurements

A key principle is that market research must not distort competition or breach equal treatment. Any advice received from market participants may be used in planning, but contracting authorities must ensure that no supplier gains an unfair advantage. If a supplier who participated in consultations later submits a bid, appropriate measures must be taken to level the playing field.

Tools like Cobrief can make it easier to track upcoming procurement opportunities and stay informed about relevant market developments.

Thorough market research leads to better-designed competitions, reduces the risk of failed procedures and ensures that requirements reflect what the market can actually deliver.