Desk research, also known as secondary research, refers to the collection and analysis of existing information from various sources. This method is often used to gather existing knowledge on a topic in order to get a sound overview before conducting primary research activities such as surveys or experiments. Desk research is particularly useful in the early stages of decision-making and can save time and resources.
Areas of application and objectives of desk research
Identification of market opportunities and risks
Oneof the main aims of desk research is to identify market opportunities and risks. By analyzing existing data - such as market reports, industry studies and competitor analyses - companies can identify where potential lies and what challenges they might face.
Basicsfor product development and customization
Desk research supports product development by providing insights into customer preferences, competitive products and market trends. By analyzing existing data, companies can adapt their products to the needs of the market and thus increase their chances of success.
Preparation for primary research
Deskresearch often serves as preparation for primary research. It helps to formulate the right questions, narrow down the scope of research and use resources efficiently by showing what information is already available and what gaps need to be filled by collecting data yourself.
Methods and challenges of desk research
Methods:
Collection of secondary data
Thefirst phase of desk research consists of collecting secondary data. This can come from a variety of sources, such as academic publications, market analyses, company reports, government statistics and industry associations. The selection of sources depends on the type of information required and the research context.
Critical evaluation of the sources
Aftercollecting the data, a critical evaluation of the sources is crucial. Not all available information is equally reliable or relevant. Careful examination of the data source, publication date, methodology and bias check are essential steps to ensure the quality and usefulness of the data.
Data analysis and interpretation
Oncethe data has been collected and evaluated, the analysis and interpretation phase begins. This involves structuring the information, identifying trends and patterns and putting the findings into context. This can be done by creating reports, graphics and presentations that summarize the key findings and recommendations for action.
Challenges:
Outdated or inaccurate data
Acommon challenge with desk research is that the data found can be outdated or inaccurate. To overcome this challenge, researchers should ensure that they use the most current and trustworthy sources and update the information regularly.
Data overload and relevance filtering
Deskresearch can be overwhelming as there is often a large amount of available data. The ability to distinguish relevant information from irrelevant and reduce the amount of data to the essentials is therefore crucial. A structured approach and the use of search and filter tools can help to maintain focus.
Access restrictions to relevant sources
Oftenthe best and most detailed data sources are only accessible for a fee. This can be a challenge, especially for smaller companies or start-ups with limited budgets. One possible strategy is to use publicly available data sources, such as government websites or university libraries, and to use networks and partnerships to gain access to paid sources.
Advantages of desk research
Cost efficiency and time savings
Compared to primary research, desk research is usually cheaper and less time-consuming. As the data is already available, companies can quickly access relevant information and thus save resources.
Broad information base
Desk research provides access to a wide range of information from different sources, enabling a comprehensive understanding of a market or topic. This enables companies to make well-founded decisions and build their strategies on a broad database.
Reduction of the research risk
By analyzing existing data, companies can formulate hypotheses and minimize the risk of making costly mistakes in later phases of market research. It provides a foundation on which further research can be built.
Examples of effective desk research
Coca-Cola
Coca-Colamakes intensive use of desk research to analyze consumer data and market developments. This strategy helps the company to develop new products and adapt existing products to changing consumer preferences. By analyzing consumer trends and market analyses, Coca-Cola has repeatedly been able to respond successfully to new market needs.
Airbnb
Airbnbconducted extensive desk research to understand which cities offer the greatest potential for short-term rentals. Using data on travel trends, tourism demand and local laws, Airbnb was able to develop targeted expansion strategies to scale the business globally.
Uber
BeforeUber enters new markets, the company conducts detailed desk research to analyze regulatory environments, existing competitors and local transportation systems. These preliminary analyses enable Uber to develop customized strategies for each market segment and expand successfully.
Desk research is an indispensable method for making well-founded decisions in the early stages and identifying market potential. It offers a cost-effective and efficient way of using existing knowledge, minimizing risks and laying the foundation for further investigations. The examples of Coca-Cola, Airbnb and Uber show how desk research can help to strengthen market positions and identify new business opportunities.
FAQ
When should desk research be used?
Desk research should always be used when existing information can be used to gain an initial overview, formulate hypotheses or define the framework for further primary research. It is particularly useful in the early stages of decision-making and when resources are limited.
How long does it take until results from desk research are available?
The duration of desk research varies greatly and depends on the complexity of the topic, the availability of relevant sources and the experience of the researcher. As a rule, however, initial results can be available within days to weeks, depending on the scope and depth of the research.
Which sources are particularly useful for desk research?
Useful sources for desk research include academic publications, market analyses, company reports, government statistics, industry reports, online databases and news articles. The selection of sources depends on the specific research objectives and the desired level of detail.