Desk research, also known as secondary research, involves collecting and analyzing existing data from various sources such as academic journals, industry reports, market studies, and online databases. This cost-effective and time-efficient method gathers insights without requiring new primary research. It provides a comprehensive understanding of current market landscapes, trends, and competitive dynamics.
Desk research enables organizations to build foundational knowledge that informs strategic decisions and marketing strategies. By reviewing existing literature and data, businesses can identify market gaps, benchmark against competitors, and gain deeper consumer behavior insights. It often serves as a preliminary step before initiating more targeted primary research.
Overall, desk research is essential for strategic planning and market analysis. It allows businesses to leverage available resources for valuable insights while minimizing extensive primary research needs, saving both time and resources. A thorough desk research process supports data-driven decision-making and ensures strategies are grounded in comprehensive market understanding.
👉 See the definition in Polish: Desk Research: Badania wtórne