Two ways to learn about a market

Desk research (secondary research) uses information that already exists: official statistics, industry reports, public tenders, company accounts, trade press and academic studies. Fieldwork (primary research) generates new information by going directly to the market through surveys, interviews, focus groups or mystery shopping.

When desk research is enough

• You need the size and structure of a market that is well documented.

• You want to map competitors, their offer and public prices.

• You are screening several countries or segments to decide where to look deeper.

• You need regulatory context or entry requirements.

Done well, desk research is fast, cost-effective and often answers more than expected. The key is choosing relevant, recent and comparable sources, and contrasting them rather than relying on a single report.

When you need fieldwork

• The market is new, niche or poorly documented.

• You need to understand why customers behave as they do, not just what they do.

• You have to estimate willingness to pay or purchase intention for a specific offer.

• You want to measure brand awareness or perception against competitors.

“Secondary data tells you what the market looks like. Primary data tells you how it thinks.”

The best studies combine both

In practice, most robust studies start with desk research to frame the market and identify the gaps, and then use targeted fieldwork to answer only the questions that existing data cannot. This sequence keeps fieldwork focused and avoids paying to collect information that was already available.

Final thoughts

The right methodology is the one that answers your decision with enough confidence at a reasonable cost. Starting from the question, rather than from a favourite technique, is what makes that possible.

Not sure which approach you need?

We design every study ad hoc, combining sources and techniques around your objective. Contact us and we will recommend the most efficient approach.