This document focuses on one vital element of market research that should be carried out before deciding to support agricultural production or to proceed with an agribusiness project: a market feasibility study. Rapid Market Appraisal (RMA) grew out of the frustration with lengthy, costly and intensive formal surveys in developing countries that rarely generated any timely or sensible analysis. Agricultural RMA methodology relies greatly on informal interviews with key informants, knowledgeable observers of the industry and a number of participants at different stages within the food distribution chain.