Desk Research (secondary research) involves collecting and analyzing existing information, such as industry reports, statistics, trends, legislation, publications, public sources, databases and internal documents. It is often the first step in framing the research problem and designing primary research.
WHEN TO USE
- Market sizing and characterization
- Benchmarking, trend analysis, macro drivers and competitive context
- Preparation for internationalization, innovation, strategy and proposals
KEY BENEFITS
- Fast and cost-efficient
- Provides context and reduces uncertainty prior to fieldwork
- Helps refine hypotheses and improve the design of primary research
- Strengthens recommendations with external evidence