Assessing innovation alternatives is a difficult task especially in newly upcoming forms of organization like Business Value Networks. This paper highlights the use of Information Markets and discusses state of the art Market Maker models. We designed a Market Maker mechanism in order to enhance liquidity, and hence, efficiency in the market. Therefore, an agent-based simulation as well as a field experiment was run to evaluate the usefulness and performance of Market Maker. It can be shown that the introduction of automated trading techniques increases market efficiency and thus the quality of the forecasting results for service innovation assessment.