A central component of the work was a quantitative market analysis drawing on AusTender procurement data, which identified that federal government agencies had spent over $1 billion on design-related services since 2004, with demand growing steadily and increasingly concentrated in health and aged care, social services, and economic policy, areas directly aligned with the university's existing expertise.
This was benchmarked against the university's own track record in co-design project funding since 2015, allowing Ethicol to assess the university's competitive position relative to the scale of market demand.
The analysis provided the evidential foundation for eight recommendations covering demand positioning, pricing, service range, and relationship development, making a clear case for pursuing the market opportunity.
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