What is Secondary Research?

This guide focuses on secondary research: reports and analyses completed by third-party companies, researchers, and analysts.

In addition to researching competitors, your industry, and potential consumers, you’ll want to explore articles and books about advertising and marketing for your specific product or service. Consider both recent (last 6 months) and long-term trends (last 5-10 years).

Target Markets

RKMA Handbooks provide a summary of market data for a specific industry.

Find Customers

Books and websites about consumer behavior, spending, and attitudes.

Click to see Consumer categories

By Age

Spending Habits

Recent Trends

Gather Data

Recent and historical data will help you identify potential customers and competitors.

Click to see data sources

Article Databases

These databases aggregate articles from press releases, trade publications, and scholarly journals. Search for specific trends, business and product ideas, consumer attitudes, and markets.

NameBusiness Source UltimateProQuest Business Databases
TipUse the Peer-reviewed and source type filters
NameBusiness Source Ultimate
TipUse the Peer reviewed and publication type filters