Secondary Research

Secondary research to answer your questions

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.

Secondary research examples

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