Desk Research
The basis for reliable data
B2B secondary market research or desk research makes many people think of “googling”. However, the more professionally it is carried out, the clearer the difference between “googling” and desk research by SVP becomes. Do I only get the information that is available on the web via the usual search engines such as Google, Bing & Co. or via ChatGPT, Copilot, and other AI technologies? Or do I get reliable data and statistics from primary sources because I know the sources and can access them directly?
Challenge
In addition to online research, desk research also includes access to specialised databases whose content is not available online. It also includes research on association websites, federal statistical offices, commercial registers, technological competence centres and others that provide reliable data. Knowing these sources is the challenge that market intelligence experts face every day.
Because “knowledge” from desk research is only available if you know exactly which data can be found where. Accordingly, this knowledge of sources and the availability of data is what makes SVP so competent–across all our market intelligence experts, we have over 170 years of concentrated experience.
Six good reasons for desk research
QUICKNESS
Relevant information can be obtained quickly using desk research.
EXTENCIVE
Thanks to a variety of existing sources and databases, different approaches can be taken.
RELIABILITY
Data collected on the basis of statistics or quantitative surveys as well as professional market models are often more reliable than interview results.
MONITORING
Desk research – today supported by software tools that automate research processes – enables the continuous monitoring of markets, companies and industries.
EFFICIENCY
As existing data is used for secondary market research, the process is significantly more efficient and therefore less cost-intensive than expert interviews.
UP-TO-DATE
In order to obtain usable results, the focus is on the latest publications. The analysis process is also carried out promptly so that the project results are correspondingly up to date.
We know how to obtain reliable market and company figures. You know where you want to go.
Nice to know
Artificial intelligence (AI) can play a role in desk research when it comes to text editing, translation or generating texts from audio material or images. It is also possible to analyse findings such as trends or frequencies, provided a large homogeneous data basis is available.
Text mining and other technologies tend to be used for automated processes to create newsletters and the like. In B2B, niche markets or developing markets, the possibilities with artificial intelligence are still very limited, as there is simply a lack of data (volumes).
Sources, what are sources? Sources indicate the origin of the data. It can be obvious were data obtained in the internet comes from, but it is often only stated who published the information. Accordingly, there is a lack of certainty regarding the reliability of the data.
Questions like these remain unanswered: Are the company’s key figures taken from the annual report or are they perhaps estimated? Is it clear what primary data a market figure is based on and what methodology was used to calculate it? However, before making a business decision that involves investment and capacity, it is advisable to have a very reliable foundation on which to base the decision. The indication and knowledge of reliable sources is the basis for usable data – and the distinction between source and publisher/publicist is extremely relevant.
Desk research is a valuable method of gathering information that helps to make well-founded decisions and develop market strategies. The systematic collection and analysis of existing data provides valuable insights into the market, potential new fields of application, innovations and the competition.
Potentials and forecasts are created based on market models. In phases when business evolves, management, business development, product management and sales need a data basis in order to make the right decisions regarding the market.
Secondary research is a method of market research in which existing data material is utilised. The researched information comes from specialist literature, studies, statistics and other sources and is then analysed. In comparison, primary research collects data directly from the target groups.
