In this article, we take a look at desk research (a.k.a. secondary research) and why it can be a valuable part of an effective market research strategy. We also give practical pointers to help you get the most from this approach.
As a quick recap, there are two types of market research:
Primary research can be costly and time consuming and whilst it does have an important role to play, may not always be necessary. Often information is already available that can provide key insights and help determine where primary research should be focused for greatest impact.
The analysis of existing information through secondary research has a number of benefits:
Useful information sources
The information available to researchers is located across a whole range of resources and includes both free and paid subscription sources. Depending on your industry or purpose, sources can include:
Finding information is only part of the challenge. A disciplined approach is needed to evaluate and prioritise information sources before they are used, in particular:
A four step desk research process to collect, analyse and transform information into valuable insight.
Limitations
Whilst desk research is a very useful tool, it does have its limitations, in particular:
In many cases, a hybrid approach works extremely well, pairing desk research with a small number of interviews with industry experts. This is a cost-effective solution to capitalise on the benefits of desk research as well as delivering specific insights.
Our experienced team of desk researchers have a proven track record of delivering high quality, actionable information for UK and international markets.
For more information about our full range of research services please visit our website. Alternatively, please get in touch and we will be happy to help.
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