Desk Research conveys the primary status quo - an overview on the market. Developments which stretch back further can be researched on and used to classify future trends. Periodic application of secondary research also enables the continuous monitoring of the competition and as a result an optimisation of the own market position.
As opposed to the primary research, in this case readily available data is resorted on.
Useful information channels are e. g. databases, classified directories, information brochures, pertinent professional magazines, postings in new media (e.g. internet portals) and already conducted primary research. These methods lend themselves above all when valid documentation already exists for the market explored, i.e. availability of a large quantity of analyzable data from numerous sources. In case there is no information or it is not recent enough, desk research is supported by supplementary own research (direct research), as e.g. mystery surveys with the relevant contact persons in the competition and / or via primary research among experts.
Depending on the market dimension and concentration, secondary analysis is a relatively cost-effective alternative, quick and efficient, which offers a comprehensive analysis of the market explored.
The results of the investigation create a basis for future strategic readjustments, product developments, channels of distribution and marketing actions. The results deliver detailed and structured information about the own current position in the market as well as about that of the competition. As a result, market developments are pointed out. It is also possible to draw conclusions regarding short, mid and long term perspectives – this knowledge helps to promptly identifying and initiating essential readjustments, in market potential – as well as dangers to the own existing positioning and perception – in the market are revealed.
See also the COBUS-own analysis procedure CIMS™