Secondary research is also known as desk research. It involves compiling and synthesising sales, market, media and brand information. This contrasts with primary research, where customers provide data.
Research sources include in-house information systems, libraries, the Internet and the ‘world about us’. Yet data is seldom complete. Rigorous methods such as systematic literature reviews, discourse analysis and software fill gaps, and verify information. This is particularly useful in business-to-business markets where it is hard to find facts. Researchers, marketers, economists, semioticians or statisticians working together ensures rigorous analysis. In turn helping spotlight the implications and opportunities for your business.
Read some of our insights on The Marketing of Halloween and then get in touch.
That is the most insightful and useful piece of work that I’ve seen in my life.
Managing Director, BBC Worldwide
Comparing your marketing consultancy with another market research company is like comparing a Premiership team with a Sunday pub league side.
General Manager, Power Company
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