The Rapid Market Assessment (RMA) of New Products
Farming Systems Research has focused on the generation of new technologies to improve production systems. New technologies often result in new products produced by farmers. It is therefore necessary to investigate the effect of change in production on the market for the product, and market potential before a product is promoted. Market assessments are not often done, partly due to a lack of information on marketing. This paper argues that rapid market assessment (RMA) is a quick and cheap means of assessing market potential at early stages of a project.