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Secondary Research


Cost-effective, involved approach to gathering market insights from rich databases and reputable industry sources.

What does Secondary Research offer?

Secondary Research is also known as desk research. It involves the identification and analysis of relevant, pre-existing data and expert thought-pieces in order to inform planning and decision-making in relation to issues such as:

  • Market entry or exit

  • Investment allocation

  • Distribution strategy development

  • Pricing strategy development

In addition to the above, secondary research is also frequently undertaken in order to identify suitable companies or individuals to take part as respondents in qualitative or quantitative research projects.

Examples of secondary research:

In addressing the above, typical secondary work activities include:

  • Calculating current market or brand value

  • Estimating future, annual growth potential

  • Creating a detailed picture of the competitor landscape, including the size of individual brands; their marketing strategies; their strengths and weaknesses, and market sweet-spots

  • Developing customer value segmentation models

  • Identifying emerging trends before they become mainstream

  • Identifying regulatory barriers to market

  • Identifying new local distributors or routes to market

Typical sources of information:

To identify the required information we will regularly review a range of resources and sources, such as:

  • Industry reports and white papers

  • Government statistics and reports

  • Trade and industry association data

  • Company websites

  • Directories

  • Policy documents

  • Sector-specific trade journals and publications

  • Government reports

  • Relevant industry and product associations within each country

  • Analysts notes

  • Conference speeches and presentations


We always aim to triangulate information by checking figures with other reputable sources.  

We’ll also check if there are any pre-developed reports that can help answer the research objectives - and if relevant, we would advise on their purchase.

See how these approaches can be used to undertake different forms of research ->


Please get in touch with a member of the team to discuss your requirements.

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