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).
RKMA Handbooks provide a summary of market data for a specific industry.
Books and websites about consumer behavior, spending, and attitudes.
Click to see Consumer categories
- Generation & Age (Pew): find the latest news and trends
- American Generations: Who They Are & How They Live
- Consumer Behavior: Generational Focus: book chapter comparing generations
Recent and historical data will help you identify potential customers and competitors.
Click to see data sources
These databases aggregate articles from press releases, trade publications, and scholarly journals. Search for specific trends, business and product ideas, consumer attitudes, and markets.