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.