SECONDARY (DESK) RESEARCH

Transcription

1 SECONDARY (DESK) RESEARCH FROM PURPLE MARKET RESEARCH PMR contacts: Stephen Bairfelt / Trevor Wilkinson T: /1220 E: info@purplemr.co.uk W:

2 2 cument 1. Introduction t... 3 cument 2. Our title credentials header Expertise in secondary research... 4 cument title 2.2. header Experience in secondary research... 4 Contents cument 3. The title research header process Overview of the research programme Set up and planning phase Data collection Analysis and reporting The desk research team cument title he

3 3 1. Introduction Desk research has enjoyed a comeback in recent years as organizations look to market intelligence that they already hold (research and other information such as sales data) or that is available in the public domain. Exploiting the availability of that information is an efficient and cost-effective way of providing robust market analysis and can yield highly valuable cument intelligence t relating to consumers, competitors and markets. However for the inexperienced researcher desk research can be a time-consuming and frustrating exercise. We cument enable title clients header to make the most of desk research, both through the provision of training courses and by offering outsourced and customized market analysis. We believe that our key strengths are as follows: 1. We are one of the few UK specialists in secondary (desk) research and market analysis; 2. We have a tried and tested approach to desk research projects integrating data mining, exploration of data in the public domain and primary research (including interviews with experts or gurus ) when and if required; 3. We have an extensive track record of conducting this kind of research for clients as diverse as the British Standards Institution, Calor Gas, - the 3 Department of Energy and Climate Change, the Department of Health, the cument Energy t Saving Trust, Royal Mail, Sweet & Maxwell and Thomson; 4. Our desk researchers each has over 25 years experience in market research cument and title take header a very hands-on approach to research; cument 5. Last title but header not least, we offer an independent, dedicated resource while priding ourselves on our customer service and flexibility. cument title he In the rest of this document we discuss our credentials in more detail together with an outline Client of logo our position approach to desk research.

4 4 2. Our credentials Our credentials take a number of forms Expertise in secondary research We have twenty years experience of conducting secondary (desk) research in both B2C cument and B2B title markets. header Our desk research team are acknowledged experts in this area and we regularly conduct secondary research for organisations both in the private and public cument sector. t Our expertise takes four main forms: Carrying out secondary research on behalf of clients on an ad hoc basis; Integrating, analysing and reporting multiple existing data sources including literature in the public domain, Internet sources, sales data, primary research and existing competitor knowledge. Offering a Helpdesk subscription services for clients wishing to have desk research expertise on tap; Running training courses for client organisations focusing on desk research. In itle addition header to conducting ad hoc desk research, our Helpdesk subscription service offers a virtual secondary research resource for clients who wish to have ongoing access to an experienced cument title desk header research service. One cument of our key title services header is guru research. Guru research is often part of a wider survey, integrated with other primary or secondary research methods. Alternatively it can be a stand-alone cument title methodology. header This service involves conducting research on a market with established experts within that market, such as trade bodies, consultants, commentators, journalists, government departments and practitioners from the supply, distribution cument title he and demand perspectives. Guru interviews are often a key part of secondary research projects as they can help in the locating of useful information and also provide validation - or 4 the filling Client of logo any gaps position in the information. Directors Client logo Trevor position Wilkinson and Stephen Bairfelt are experts in the integration of consumer, market and competitor information and both speak regularly on this subject at market research Client logo and position insight conferences and seminars Client Experience logo position in secondary research Over a period of ten years, we have conducted desk research projects for over thirty clients and analysed in excess of fifty sectors and markets, both in the UK and internationally.

5 5 In 2009, we went through an extensive selection process with the Central Office of Information cument (COI) t and were eventually appointed to their framework roster for secondary (desk) research services. We have since won a place on the Government Procurement roster, cument a scheme t which has replaced the COI. Clients cument for whom t we have recently conducted secondary research include the following. cument Client t Research project ATS cument Euromaster t The UK automotive services market and competitor profiles BP cument Oil t British cument Standards t Institution Calor Gas City & Guilds Energy Efficiency Partnership for Homes / Department for Energy & Climate Change Energy Saving Trust / Research on the consumer journey towards the adoption of Department for Energy & renewable energy technologies, including an examination of Climate cument Change t the nudges that help promote and encourage consideration of renewables and overcome barriers to adoption. Department of Health An analysis of international policies and practices regarding gender segregation in the healthcare environment the aim was to take lessons from the experience and practices of other countries. cument title he Digital Outreach An analysis of key potential sectors to prioritise business opportunities and guide business planning NHS Unbiased Royal Mail The fuel card sector, competitor profiles and the retail sector Sector profiles in the manufacturing and service markets, including food production, distribution and safety Analyses of the commercial catering and biomass sectors The international vocational education and training markets Analysis and summarizing of call for evidence submissions relating to energy efficiency and the Green Deal Numerous sector profiles and Government briefing documents relating to energy efficiency A study of the role and effectiveness of networks in the healthcare sector Analysis of consumer finance behaviour, including UK consumer savings, borrowing and tax wastage. Profiles of key market sectors including financial services, retail, local and central government, telecoms and utilities.

6 6 3. The research process 3.1. cument Overview title of header the research programme We have a tried and tested approach in the form of a structured research programme, incorporating cument title an header intensive set up and planning phase at the beginning, data gathering in the middle and an integration, analysis and reporting phase at the end. cument title he Each Client of logo the main position research phases is discussed in more detail in the following sections Set up and planning phase In our experience, the set up and planning stage is crucial to the success of researchbased Client projects. logo position We believe that it is crucial to invest time at the start of a research project to ensure that we fully understand the objectives of the research i.e. what information and Client insights logo position are required, how the research findings should be reported and communicated and who will be using the research findings.

7 cument Data collection t Data cument collection title takes header three main inter-related forms: Not all projects will require all three components. Sometimes desk research may involve just one of the components, such as a literature search or analysis of previously conducted primary research. However many projects will involve two or three of those components, allowing us to cross-reference findings from each method and validate our overall findings and insights. In the following sections we look at each of these data gathering elements in turn. INTERNAL DATA MINING The first element is internal data mining, by which we identify, analyse and report (in collaboration cument title with heclient our client) logo information position already held in the organisation, such as previous research, sales information or other market intelligence. EXTERNAL INFORMATION GATHERING External information gathering will involve the identification and analysis of market intelligence in the public domain. This will include existing market research, official (government and regulatory) data and general commentary on the markets (trade associations, trade and general media, etc.). Such data will be sourced from the Internet and Client from logo business position libraries. We Client have logo access position to a wide range of information sources on the Internet and in business libraries and our researchers are experienced in locating and drawing key market intelligence Client logo from position these sources.

8 8 External information gathering will involve the identification and analysis of market intelligence cument title in the header public domain. This will include existing market research, official (government and regulatory) data and general commentary on the markets -(trade 8 associations, cument title trade header and general media, etc.). Such data will be sourced from the Internet and from business libraries. We typically use a wide range of information sources on the Internet and in business libraries, cument many title of header which cannot be accessed without a subscription. Our cument researchers t are experienced in locating and drawing key market intelligence from these sources. The following are examples of the sources of market intelligence available to our research team. Type of information Source Information available General market information FT.com Share prices Financial data cument Market information t Key Note Full text articles from over 1,000 ABI Inform leading business publications (1971 to present, updated daily) Full text or informative abstracts from 1,000 leading trade and general cument Business news title and heclient Business logo & position Industry (Gale) business publications from over 30 journals countries (1995 to present, updated daily) Comprehensive source of over 11,000 Thomson Business global newspapers, news wires, trade Intelligence (Dialog journals and magazines (last five Newsroom) years, updated daily) Important economic, political, business Economist Intelligence Unit and market developments for 195 Client Business logo statistics position (EIU) ViewsWire countries (present plus five year forecasts, updated daily) Other sources will be identified at the set up and planning stage and in the secondary desk research. FAME UK AMADEUS Europe Dun & Bradstreet Detailed financial data for.5m 8 companies in the UK and Ireland Contact details and financial data for the top one million European companies Financial and corporate information on 86m companies worldwide Full text of over 250 Key Note and Market Assessment reports

9 9 In our experience a considerable amount of market intelligence will be available from the UK, cument but some title information header will need to be accessed by local researchers who will be subcontracted for this purpose. GURU INTERVIEWS An initial investigation will indicate how much relevant information is available in the - public 9 domain, cument and title will header therefore be accessible through desk research. There will inevitably be gaps in the information gathered and some of the information available is likely to be - out 9 of date. Desk research is a somewhat misleading term, in that exploring information already available either internally or externally is often supplemented by consultation with bodies or personnel who have knowledge or expertise in the topic being researched. The guru interviews will also serve to validate and bring up to date the secondary research findings. Desk research can (and often does) also involve consulting with experts or market practitioners. In that respect it segues into business-to-business qualitative research. Gurus will include trade bodies (as identified in the previous section), horse owners, leading market commentators and specialist consultants/agencies. Typically between 5 and 10 gurus per market would be consulted, although it is difficult to be prescriptive about the number and quality of experts available. That consultation may take the form of a face-to-face meeting, a telephone interview or an exchange of s, depending on the quality and quantity of insight provided by each guru. In other words, cument flexibility is the title key header to the successful use of guru interviews. As cument with the desk t research, some of the guru interviews will be conducted centrally from the UK and some locally. We expect that the guru interviews will in turn suggest useful sources of information so that cument the whole title data heclient gathering logo process position is symbiotic Client Analysis logo position and reporting The integration of intelligence from multiple sources is a key specialism and we have extensive Client logo experience position of doing this for different clients in numerous sectors. At the analysis stage the information gathered from the different components will be analysed, cross-referenced and integrated. We employ dynamic cross-reference, by - which 9 the Client intelligence logo position gathered from the various sources is cross-checked against other sources to validate findings and derive a broad consensus.

10 10 This process ensures that a key requirement for quality control is satisfied and that findings cument are robust t and up to date. We cument pride ourselves t on the quality of our output. In particular a number of clients employ us to write their reports. For example, in 2010, we conducted for the Department of Health, a large international study on mixed sex accommodation and the final report received very positive reviews. cument title he We commissioned Trevor and Stephen to undertake International perspectives of Privacy and Dignity to incorporate into the Delivery of Same Sex Accommodation programme. We commissioned them due to the fact their research methods were not solely based on desk research but also the use of gurus that provided a more Client rounded logo position contextual view of working practices around the world and not just policy. Client The logo final position presentation was delivered on time and was an insightful presentation. We would certainly use them in the future should the need arise and would recommend them to other organisations, both internally and externally. (Rufus Purnell Patient Environment Team, Department of Health)

11 11 In cument the period title 2007 header 011 we compiled a number of trade sector profiles on behalf of the Energy Saving Trust and the Energy Efficiency Performance for Homes (a sub-group of the cument Energy title Saving header Trust). These profiles were based on secondary desk research supplemented with interviews with trade bodies and industry gurus and covered key sectors cument of relevance t to domestic energy efficiency, namely the heating, insulation, glazing, lighting, white goods and consumer electronics sectors. We are flexible about the reporting format and would usually engage in detailed discussion of cument the required title deliverables header at the set up and planning phase. cument title he

12 4. The desk research team STEPHEN BAIRFELT 12 Stephen cument has title over header 25 years experience in market research. On cument the agency title side header Stephen has worked at Research International (in London and New York) and The Research Business. He has also worked on the client side and is a former Head cument of Research t at Shell UK. Stephen specializes in market analysis and international research. Stephen has managed cument title he projects for numerous clients, including Bupa, City & Guilds, Shell and Lexis Nexis. Many of these projects have been international in nature, covering markets in Europe, - North 12 America, Client logo Africa, position the Middle East and Asia. Stephen Client logo is an position acknowledged expert in using research to address challenging business issues. He is currently on the Council of the Market Research Society Council and is a frequent speaker Client logo at industry position conferences and seminars.

13 TREVOR cument WILKINSON t 13 Trevor has over 25 years experience in market research and consultancy. Trevor started his career with some of the larger UK agencies, including AGB (now part of Taylor Nelson), AGB McNair in New Zealand and BMRB International. For these agencies he worked in a variety of sectors, including media, finance, government and energy. For itle the header last 15 years he has specialized in business-to-business research, including desk research and market analysis. Trevor is currently Chair of the Business Intelligence Group (BIG) a trade organization representing client companies, consultants and research agencies working in the business-to-business research sphere. He cument has written title and header spoken widely on these topics, including papers for the Business Intelligence Group Annual Conference. cument title he The clients Trevor has worked with include American Express, Fitness First, 3M, the UK Department of Health and the Department of Energy and Climate Change, and many others. ***** We call on other members of the team when and if required.