Hugel,
Have you considered Porter's five forces when looking at this? I'm guessing from the languge you've used that you have considered this model already. I looked at your survey but I'm not in a position to complete it; I work for the Government.
One item i did notice is that one of your questions asked for order of importance regarding the product i.e. 1,2,3. you did not include performing to specifications in there. Some may take this as granted but performing to spec comes a close second to safety in my opinion. whether that is the view shared by a commercial entity is questionable; however, if they've not met the spec, they've not met the contract, likely not going to get any profit.
Good luck!