Secondary research is also known as desk research. It is useful to compile and synthesise information on markets, competitors, media, brands and communications. Also sales, website search and traffic, sales, technology and customer trends. This contrasts with primary research, where customers provide data.
Research sources include in-house information systems, libraries, databases, the Internet and the ‘world about us’. Data sources include published research, company accounts, advertising, and more. 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 spotlighting the implications and opportunities for your business.
Most commonly we conduct a bricolage research approach though occasionally we focus on pure secondary or desk research. Check-out a ‘pure’ desk research success story and then contact us for an inspiring proposal.
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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