Market research is the foundation for the design, implementation, and evaluation of evidence-based sanitation marketing programmes. Limited financial resources combined with time constraints may result in some organizations neglecting this fundamental stage. This paper describes how UNICEF Malawi's government partners were supported to implement market research over five days in Mangochi and Dowa districts, Malawi. The paper presents the six stages of the market research and provides the strengths and challenges of each stage. The market research provided government staff with an opportunity to dispel misperceptions by hearing, recording, and analysing qualitative and quantitative information about the existing sanitation market.

Cairncross, S. (2004) ‘The case for sanitation marketing’, Water and Sanitation Program: Field Note, Washington: Water and Sanitation Program.

Cole, B., Pinfold, J., Ho, G. and Anda, M. (2012) ‘Investigating the dynamic interactions between supply and demand for rural sanitation, Malawi’, Journal of Water, Sanitation and Hygiene for Development 2(4): 266-78 <http://dx.doi.org/10.2166/washdev.2012.014≯.

Creswell, J.W. (2007) Qualitative Inquiry and Research Design, 3rd edn, Thousand Oaks, CA: Sage.

Dearing, J.W. (2008) ‘Evolution of diffusion and dissemination theory’, Journal of Public Health Management and Practice 14(2): 99-108 <http://dx.doi.org/10.1097/01.PHH.0000311886.98627.b7≯.

Devine, J. (2009) ‘Introducing SaniFOAM: a framework to analyze sanitation behaviors to design effective sanitation programs’, Water and Sanitation Program: Working Paper, Washington: Water and Sanitation Program.

IDEO (2009) Human Centered Design Toolkit: An introduction, 2nd edn [online] <www.ideo.com/work/human-centered-design-toolkit/≯ [accessed 15 July 2013]. www.ideo.com/work/human-centered-design-toolkit/

Jenkins, M.W. (2010) ‘Sanitation marketing for managers: guidance tools for program development’, USAID Hygiene Improvement Project, Washington, DC: USAID Bureau for Global Health, Office of Health, Infectious Diseases and Nutrition.

Kotler, P. and Lee, N. (2008) Social Marketing: Influencing Behaviors for Good, 3rd edn, Thousand Oaks, CA: Sage Publications.

Kotler, P. and Zaltman, G. (1971) ‘Social marketing: an approach to planned social change’, Journal of Marketing 35: 3-12.

Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing, 5th edn, Harlow: Pearson Education Limited.

MoIWD (Ministry of Irrigation and Water Development) (2011) Open Defecation Free Malawi by 2015: Strategy Document, Lilongwe: Government of Malawi.

National Statistical Office (NSO) and ICF Macro (2011) Malawi Demographic and Health Survey 2010, Zomba, Malawi, and Calverton, MD: NSO and ICF Macro.

ODF Taskforce (2013) ‘Open defecation free Malawi annual review’, Open Defecation Free Taskforce: Newsletter, Lilongwe: Malawi.

Perez, E., Cardosi, J., Coombes, Y., Devine, J., Grossman, A., Kullman, C., Ajith Kumar, C., Mukherjee, N., Prakash, M., Robiarto, A., Setiawan, D., Singh, V. and Wartono, D. (2012) ‘What does it take to scale up rural sanitation?’ Water and Sanitation Program: Working Paper, Washington, DC: Water and Sanitation Program.

Sijbesma, C., Truong, T.X. and Devine, J. (2010) ‘Case study on sustainability of rural sanitation marketing in Vietnam’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

WHO/UNICEF (2010) Joint Monitoring Programme for Water Supply and Sanitation; Progress on Sanitation and Drinking-water 2010 Update [online] <www.who.int/water_sanitation_health/publications/9789241563956/en/index.html≯ [accessed 10 July 2013]. www.who.int/water_sanitation_health/publications/9789241563956/en/index.html

WSP (Water and Sanitation Program) (2011) ‘Introductory guide to sanitation marketing: conducting formative research’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

Cairncross, S. (2004) ‘The case for sanitation marketing’, Water and Sanitation Program: Field Note, Washington: Water and Sanitation Program.

Cole, B., Pinfold, J., Ho, G. and Anda, M. (2012) ‘Investigating the dynamic interactions between supply and demand for rural sanitation, Malawi’, Journal of Water, Sanitation and Hygiene for Development 2(4): 266-78 <http://dx.doi.org/10.2166/washdev.2012.014≯.

Creswell, J.W. (2007) Qualitative Inquiry and Research Design, 3rd edn, Thousand Oaks, CA: Sage.

Dearing, J.W. (2008) ‘Evolution of diffusion and dissemination theory’, Journal of Public Health Management and Practice 14(2): 99-108 <http://dx.doi.org/10.1097/01.PHH.0000311886.98627.b7≯.

Devine, J. (2009) ‘Introducing SaniFOAM: a framework to analyze sanitation behaviors to design effective sanitation programs’, Water and Sanitation Program: Working Paper, Washington: Water and Sanitation Program.

IDEO (2009) Human Centered Design Toolkit: An introduction, 2nd edn [online] <www.ideo.com/work/human-centered-design-toolkit/≯ [accessed 15 July 2013]. www.ideo.com/work/human-centered-design-toolkit/

Jenkins, M.W. (2010) ‘Sanitation marketing for managers: guidance tools for program development’, USAID Hygiene Improvement Project, Washington, DC: USAID Bureau for Global Health, Office of Health, Infectious Diseases and Nutrition.

Kotler, P. and Lee, N. (2008) Social Marketing: Influencing Behaviors for Good, 3rd edn, Thousand Oaks, CA: Sage Publications.

Kotler, P. and Zaltman, G. (1971) ‘Social marketing: an approach to planned social change’, Journal of Marketing 35: 3-12.

Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing, 5th edn, Harlow: Pearson Education Limited.

MoIWD (Ministry of Irrigation and Water Development) (2011) Open Defecation Free Malawi by 2015: Strategy Document, Lilongwe: Government of Malawi.

National Statistical Office (NSO) and ICF Macro (2011) Malawi Demographic and Health Survey 2010, Zomba, Malawi, and Calverton, MD: NSO and ICF Macro.

ODF Taskforce (2013) ‘Open defecation free Malawi annual review’, Open Defecation Free Taskforce: Newsletter, Lilongwe: Malawi.

Perez, E., Cardosi, J., Coombes, Y., Devine, J., Grossman, A., Kullman, C., Ajith Kumar, C., Mukherjee, N., Prakash, M., Robiarto, A., Setiawan, D., Singh, V. and Wartono, D. (2012) ‘What does it take to scale up rural sanitation?’ Water and Sanitation Program: Working Paper, Washington, DC: Water and Sanitation Program.

Sijbesma, C., Truong, T.X. and Devine, J. (2010) ‘Case study on sustainability of rural sanitation marketing in Vietnam’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

WHO/UNICEF (2010) Joint Monitoring Programme for Water Supply and Sanitation; Progress on Sanitation and Drinking-water 2010 Update [online] <www.who.int/water_sanitation_health/publications/9789241563956/en/index.html≯ [accessed 10 July 2013]. www.who.int/water_sanitation_health/publications/9789241563956/en/index.html

WSP (Water and Sanitation Program) (2011) ‘Introductory guide to sanitation marketing: conducting formative research’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

Cairncross, S. (2004) ‘The case for sanitation marketing’, Water and Sanitation Program: Field Note, Washington: Water and Sanitation Program.

Cole, B., Pinfold, J., Ho, G. and Anda, M. (2012) ‘Investigating the dynamic interactions between supply and demand for rural sanitation, Malawi’, Journal of Water, Sanitation and Hygiene for Development 2(4): 266-78 <http://dx.doi.org/10.2166/washdev.2012.014≯.

Creswell, J.W. (2007) Qualitative Inquiry and Research Design, 3rd edn, Thousand Oaks, CA: Sage.

Dearing, J.W. (2008) ‘Evolution of diffusion and dissemination theory’, Journal of Public Health Management and Practice 14(2): 99-108 <http://dx.doi.org/10.1097/01.PHH.0000311886.98627.b7≯.

Devine, J. (2009) ‘Introducing SaniFOAM: a framework to analyze sanitation behaviors to design effective sanitation programs’, Water and Sanitation Program: Working Paper, Washington: Water and Sanitation Program.

IDEO (2009) Human Centered Design Toolkit: An introduction, 2nd edn [online] <www.ideo.com/work/human-centered-design-toolkit/≯ [accessed 15 July 2013]. www.ideo.com/work/human-centered-design-toolkit/

Jenkins, M.W. (2010) ‘Sanitation marketing for managers: guidance tools for program development’, USAID Hygiene Improvement Project, Washington, DC: USAID Bureau for Global Health, Office of Health, Infectious Diseases and Nutrition.

Kotler, P. and Lee, N. (2008) Social Marketing: Influencing Behaviors for Good, 3rd edn, Thousand Oaks, CA: Sage Publications.

Kotler, P. and Zaltman, G. (1971) ‘Social marketing: an approach to planned social change’, Journal of Marketing 35: 3-12.

Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing, 5th edn, Harlow: Pearson Education Limited.

MoIWD (Ministry of Irrigation and Water Development) (2011) Open Defecation Free Malawi by 2015: Strategy Document, Lilongwe: Government of Malawi.

National Statistical Office (NSO) and ICF Macro (2011) Malawi Demographic and Health Survey 2010, Zomba, Malawi, and Calverton, MD: NSO and ICF Macro.

ODF Taskforce (2013) ‘Open defecation free Malawi annual review’, Open Defecation Free Taskforce: Newsletter, Lilongwe: Malawi.

Perez, E., Cardosi, J., Coombes, Y., Devine, J., Grossman, A., Kullman, C., Ajith Kumar, C., Mukherjee, N., Prakash, M., Robiarto, A., Setiawan, D., Singh, V. and Wartono, D. (2012) ‘What does it take to scale up rural sanitation?’ Water and Sanitation Program: Working Paper, Washington, DC: Water and Sanitation Program.

Sijbesma, C., Truong, T.X. and Devine, J. (2010) ‘Case study on sustainability of rural sanitation marketing in Vietnam’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

WHO/UNICEF (2010) Joint Monitoring Programme for Water Supply and Sanitation; Progress on Sanitation and Drinking-water 2010 Update [online] <www.who.int/water_sanitation_health/publications/9789241563956/en/index.html≯ [accessed 10 July 2013]. www.who.int/water_sanitation_health/publications/9789241563956/en/index.html

WSP (Water and Sanitation Program) (2011) ‘Introductory guide to sanitation marketing: conducting formative research’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

Cairncross, S. (2004) ‘The case for sanitation marketing’, Water and Sanitation Program: Field Note, Washington: Water and Sanitation Program.

Cole, B., Pinfold, J., Ho, G. and Anda, M. (2012) ‘Investigating the dynamic interactions between supply and demand for rural sanitation, Malawi’, Journal of Water, Sanitation and Hygiene for Development 2(4): 266-78 <http://dx.doi.org/10.2166/washdev.2012.014≯.

Creswell, J.W. (2007) Qualitative Inquiry and Research Design, 3rd edn, Thousand Oaks, CA: Sage.

Dearing, J.W. (2008) ‘Evolution of diffusion and dissemination theory’, Journal of Public Health Management and Practice 14(2): 99-108 <http://dx.doi.org/10.1097/01.PHH.0000311886.98627.b7≯.

Devine, J. (2009) ‘Introducing SaniFOAM: a framework to analyze sanitation behaviors to design effective sanitation programs’, Water and Sanitation Program: Working Paper, Washington: Water and Sanitation Program.

IDEO (2009) Human Centered Design Toolkit: An introduction, 2nd edn [online] <www.ideo.com/work/human-centered-design-toolkit/≯ [accessed 15 July 2013]. www.ideo.com/work/human-centered-design-toolkit/

Jenkins, M.W. (2010) ‘Sanitation marketing for managers: guidance tools for program development’, USAID Hygiene Improvement Project, Washington, DC: USAID Bureau for Global Health, Office of Health, Infectious Diseases and Nutrition.

Kotler, P. and Lee, N. (2008) Social Marketing: Influencing Behaviors for Good, 3rd edn, Thousand Oaks, CA: Sage Publications.

Kotler, P. and Zaltman, G. (1971) ‘Social marketing: an approach to planned social change’, Journal of Marketing 35: 3-12.

Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing, 5th edn, Harlow: Pearson Education Limited.

MoIWD (Ministry of Irrigation and Water Development) (2011) Open Defecation Free Malawi by 2015: Strategy Document, Lilongwe: Government of Malawi.

National Statistical Office (NSO) and ICF Macro (2011) Malawi Demographic and Health Survey 2010, Zomba, Malawi, and Calverton, MD: NSO and ICF Macro.

ODF Taskforce (2013) ‘Open defecation free Malawi annual review’, Open Defecation Free Taskforce: Newsletter, Lilongwe: Malawi.

Perez, E., Cardosi, J., Coombes, Y., Devine, J., Grossman, A., Kullman, C., Ajith Kumar, C., Mukherjee, N., Prakash, M., Robiarto, A., Setiawan, D., Singh, V. and Wartono, D. (2012) ‘What does it take to scale up rural sanitation?’ Water and Sanitation Program: Working Paper, Washington, DC: Water and Sanitation Program.

Sijbesma, C., Truong, T.X. and Devine, J. (2010) ‘Case study on sustainability of rural sanitation marketing in Vietnam’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.

WHO/UNICEF (2010) Joint Monitoring Programme for Water Supply and Sanitation; Progress on Sanitation and Drinking-water 2010 Update [online] <www.who.int/water_sanitation_health/publications/9789241563956/en/index.html≯ [accessed 10 July 2013]. www.who.int/water_sanitation_health/publications/9789241563956/en/index.html

WSP (Water and Sanitation Program) (2011) ‘Introductory guide to sanitation marketing: conducting formative research’, Water and Sanitation Program: Technical Paper, Washington, DC: Water and Sanitation Program.