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6 min

5 steps to conduct supply chain market research

Learn the 5 steps to conduct supply chain market research

Apr 4, 2023
Logistics & Supply chain


Before you can begin to develop a strategy, you need to do your research. Conducting supply chain market research is essential for any company looking to stay ahead of the curve. It's also critical for companies that want to make more money or grow their business. By conducting thorough and accurate market research, you can determine where your product or service could be most effective and profitable.

Supply chain management is the process of managing the flow of materials and services from the point of initial production to their point of consumption. It includes activities such as planning, procurement, production, inventory control, transportation, distribution, and delivery. This includes all activities involved in the procurement of materials and components, production of finished goods, distribution to customers, and disposal of waste by-products. Supply chain management encompasses the entire process from design through the delivery of a product or service to a customer. The function includes identification and management of all activities involved in storage, transport, handling, production, and after-sales support. It also includes trade finance and risk management as well as inventory management.

Supply chains can be complicated, with many different parts and steps involved in getting a product from point A to point B. There are also many people involved in this process: designers, engineers, factory workers, shipping companies, and more. This guide will help you conduct supply chain market research.

Step 1: Find your customer's pain points to conduct supply chain market research

To conduct supply chain market research, you need to find out what your customers are looking for, struggling with, and happy with. This will help you determine if there is a gap in their needs that your product or service can fill. To conduct supply chain market research, it's important to first identify your target market and customer base. To do so, take note of your competitors' products and services. In addition, consider other companies that sell similar products or services in your industry. 

Step 2: Identify the topic that you want to research

The second step of the process is to identify the topic of the research. You should consider several factors when conducting your research, including:

  • Identifying new technologies that are changing the supply chain industry. For example, blockchain technology has been making waves recently as a way to improve efficiency and security within many industries, including supply chain management. If you find that blockchain is becoming more prevalent in your industry or another related one, then this would be an important trend for you to keep an eye on going forward.
  • Spotting new competitors in your market space and regulatory changes affecting how companies do business with one another.
  • Determining new technologies that could be used to improve your business processes or save money.

Step 3: Develop a list of questions to help you conduct supply chain market research

The first step in developing a list of questions is to think about what you want to know, why it's important, and how it will help you make decisions. You should start with broad questions and narrow them down as needed. 

  • Asking open-ended questions allows respondents more freedom in their answers. You also get more insight into their true feelings or opinions on the topic at hand.
  • It is also important that respondents feel comfortable giving honest responses without being judged. This means asking survey questions in a neutral language. 

Step 4: Conduct interviews with customers or prospects using the questions you created

To conduct interviews with customers or prospects, you need a script. A script can help ensure that you ask each person the same questions in the same order. It also makes sure that you don't forget any important details during the interview process.

Here are some tips for creating an effective interview script:

  • Use open-ended questions that will get to the root of your problems and allow your respondents plenty of room for discussion. Avoid asking leading questions that may bias their answers.
  • Keep your questions short, with one idea per sentence. Don't ask more than two questions at a time to avoid overwhelming respondents.
  • Once you have a list of questions, it's important to think about what you are going to do with the answers. Will they help you decide on a course of action? If so, how? What could happen if the results show that one option is more popular than another? 

Step 5: Analyse data from interviews and compile findings that can be used to make business decisions

This step is where you analyse all of the data that you collected during interviews. You'll use this information to create an executive summary, which you can use to make business decisions. You should also consider asking for feedback from other people in your organisation who are familiar with supply chain management or marketing. Also, consider reaching out to any external stakeholders such as customers or suppliers.

The final step of data collection is to make recommendations based on the data you've collected. This should include both how to improve processes and also how to change any existing policies or procedures that may be in place.

Conducting supply chain market research is essential for any company looking to stay ahead of the curve

Supply chain market research can be useful in several ways. First, if a company has a problem with its supply chain, then market research can help identify what that problem is and what the best solution would be. Market research can also be used to determine whether or not a product or service is needed in the marketplace, as well as how much it should cost and how much profit it might generate for the company. This type of research can take several forms: surveys, interviews, focus groups, or other qualitative methods; demographics, and other quantitative data.

Some more tips to conduct supply chain market research

Supply chain market research is the process of gathering information about a particular market to help inform supply chain decisions. It can be used to identify new markets and assess the viability of existing ones, as well as to determine pricing and distribution strategies. Here are a few more tips to conduct supply chain market research.

Research your supply chain competitors

Here are some tips to research your supply chain competitors:-

  • Analyse the strengths and weaknesses of each competitor in your supply chain, whether it's a manufacturer, distributor, or retailer. This will help you identify where there are opportunities for improvement within the marketplace.
  • Research their marketing strategies. How do they advertise? What types of products do they sell? Where are they available (geographically)? Who is their target market? What kind of messaging do they use in their advertisements?
  • Compare pricing strategies. How much does each company charge for similar products or services? Do prices fluctuate depending on seasons or other factors like location or demand? 

Analyse the market

Analysing the market is an important step in conducting supply chain market research. It helps you understand your customers and their needs, as well as your competitors.

You can analyse the market by looking at things like:

  • The number of customers in a specific geographical area (e.g., country).
  • How much money does each customer spend on certain products or services?
  • Which companies are offering similar products or services to yours?

Conclude your research

You've gathered a lot of information about the supply chain market, but now it's time to make sense of it all. The best way to do this is by concluding your research. You can then use them to make decisions that will help your business grow.

Now that you've done your research, it's time to conclude the data. There are several ways to analyse the results of your market research:

  • Don't just focus on the results, be sure to look at all of them together. The most important thing is not what each piece of information says about your company or product; rather, it's how all of those pieces fit together into a bigger picture.
  • When you're analysing the results of a market research project, it's important to consider both qualitative and quantitative data.
  • Qualitative data is information that can't be measured; it's opinion-based and subjective. Quantitative data is more objective; it's numerical, and there are specific ways to analyse it.
  • When analysing qualitative data, you should look for patterns in the answers. On the other hand, you should look at both percentages and averages for quantitative data. 

What are some advantages of conducting supply chain market research?

Supply chain market research has many advantages for a company. The first advantage is that it helps a company understand its consumers, which can be very important in developing a product that will appeal to them. Consumers have different needs and wants, and understanding those differences can help a company create products that will be more successful.

Researching the market also helps a company understand what products are already on the market, so they can avoid creating something that is already being offered. This can save time and money, as well as ensure the success of their product launch.

Finally, supply chain market research allows businesses to see how their competitors are performing in terms of sales and profit margins. This information can be very valuable when deciding whether or not there is room in the market for another competitor or if it would be better for a business to focus on a different sector altogether.

Final thoughts on supply chain market research

Supply chain market research is a way to determine where your product or service could be most effective and profitable. It involves collecting information about the supply chain and analysing it to determine how you can improve its efficiency, productivity, and output.

For example, if you're looking for a new supplier of raw materials for your factory, conducting supply chain market research will help you find one that meets all of your requirements. By examining factors such as the price and quality of products offered by different suppliers, as well as their delivery time frames and shipping costs, you'll be able to determine which supplier offers the best value for money.

Supply chain market research is also useful for evaluating the effectiveness of your marketing strategies. For example, if you're trying to attract more customers, you may want to find out how many people are aware of your product or service and whether they're likely to purchase it. By conducting surveys and focus groups with potential buyers and analysing the results, you'll be able to determine what factors influence their decisions about buying from you rather than from your competitor.


Supply chain market research is a process of studying the supply chain of a company or an industry. It helps businesses determine where they are in their value chain, and whether they should focus on improving the production side, distribution side, or both.

It's useful because it gives companies a better idea of where they stand in terms of their competition so that they know what needs to be done to stay competitive.

One way that supply chain market research can be useful is by helping you identify gaps in your product line or service offerings. For example, if you're a manufacturer who makes cars but doesn't currently offer any options for people with disabilities, then you might want to launch a new line of vehicles equipped with wheelchair lifts. This type of research could also help you determine whether or not there are enough consumers who need these types of vehicles in your area so that it would be worth investing time and money into developing them.

The best way to conduct supply chain market research is by using a combination of in-person interviews and online surveys. This will allow you to reach the widest range of people possible. You will also be getting more detailed information from those who respond in person. Curious to learn more? Check out: How to conduct a logistics survey in 6 easy steps.

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