desk research

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Desk Research: What it is, Tips & Examples

What is desk research?

Desk research is a type of research that is based on the material published in reports and similar documents that are available in public libraries, websites, data obtained from surveys already carried out, etc. Some organizations also store data that can be used for research purposes.

It is a research method that involves the use of existing data. These are collected and summarized to increase the overall effectiveness of the investigation.

Secondary research is much more cost-effective than primary research , as it uses existing data, unlike primary research, in which data is collected first-hand by organizations, companies, or may employ a third party to obtain the data in your name.

LEARN ABOUT: Data Management Framework

Desk research examples

Being a cost-effective method, desk research is a popular choice for businesses and organizations as not everyone can pay large sums of money to conduct research and collect data. That is why it’s also called “ documentary research “.

Here are some more common secondary research methods and examples:

1. Data available on the Internet: One of the most popular ways to collect data for desk research is through the Internet. The information is available and can be downloaded with just one click.

This data is practically free or you may have to pay a negligible amount for it. Websites have a lot of information that companies or organizations can use to meet their research needs. However, you need to consider a reliable website to collect information.

2. Government and non-government agencies: Data for secondary research can also be collected from some government and non-government agencies. There will always be valuable and relevant data that companies or organizations can use.

3. Public libraries: Public libraries are another good source to search for data by doing desk research. They have copies of important research that has been done before. They are a store of documents from which relevant information can be extracted.

The services offered at these public libraries vary. Most often, they have a huge collection of government publications with market statistics, a large collection of business directories, and newsletters.

4. Educational Institutions: The importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is done in colleges and universities than in any other business sector.

The data collected by universities is mainly used for primary research. However, companies or organizations can go to educational institutions and request data.

5. Sources of business information: Newspapers, magazines, radio and television stations are a great source of data for desk research. These sources have first-hand information on economic developments, the political agenda, the market, demographic segmentation and similar topics.

Companies or organizations can request to obtain the most relevant data for their study. Not only do they have the opportunity to identify your potential customers, but they can also learn the ways to promote their products or services through these sources, as they have a broader scope.

Differences between primary research and Desk Research

How to do a desk research

These are the steps to follow to conduct a desk investigation:

• Identify the research topic: Before you begin, identify the topic you need to research. Once done, make a list of the attributes of the research and its purpose.
• Identify research sources: Subsequently, explain the sources of information that will provide you with the most relevant data applicable to your research.
• Collect existing data: Once the sources of information collection have been narrowed, check to see if previous data is available that is closely related to the topic. They can be obtained from various sources, such as newspapers, public libraries, government and non-government agencies, etc.
• Combine and compare: Once the data is collected, combine and compare it so that the information is not duplicated and put it together in an accessible format. Make sure to collect data from authentic sources so you don’t get in the way of your investigation.
• Analyze data: Analyze the data that is collected and identify if all the questions have been answered. If not, repeat the process to dig deeper into practical ideas.
• Most of the information is secondary research and readily available. There are many sources from which the data you need can be collected and used, as opposed to primary research, where data must be collected from scratch.
• It is a less expensive and time-consuming process, as the required data is readily available and does not cost much if it is extracted from authentic sources.
• The data that is collected through secondary or desktop research gives organizations or companies an idea about the effectiveness of primary research. Thus, a hypothesis can be formed and the cost of conducting the primary research can be evaluated.
• Doing desk research is faster due to the availability of data. It can be completed in a few weeks, depending on the objective of the companies or the scale of the data required.

Disadvantages

• Although the data is readily available, the credibility and authenticity of the available information must be assessed.
• Not all secondary data resources offer the latest reports and statistics. Even when they are accurate, they may not be up to date.

Desk research is a very popular research method, because it uses existing and reliable data that can be easily obtained. This is a great benefit for businesses and organizations as it increases the effectiveness of the investigation.

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What Is Desk Research? Meaning, Methodology, Examples

Apr 4, 2024

10 min. read

Research in the digital age takes many shapes and forms. There are traditional methods that collect first-hand data via testing, focus groups, interviews, and proprietary data. And then there are ways to tap into the time and effort others have put into research, playing “armchair detective” by conducting desk research .

Desk research gives you a shortcut to insights by pulling data from other resources, which is crucial for understanding the customer journey . It takes less time and is more cost-effective compared to conducting primary market research . Most importantly, it can give you the consumer insights you need to make important business decisions.

Let’s explore the official desk research definition along with types of desk research, methodologies, examples, and how to do desk research effectively.

Desk Research Meaning: What is Desk Research?

Advantages and limitations of desk research, desk research methodology and methods, how to conduct desk research effectively, best practices for desk research, applications of desk research, how to conduct desk research with meltwater.

Desk Research definition: Desk research, also known as secondary research or complementary research , involves gathering information and data from existing sources, such as books, journals, articles, websites, reports, and other published materials. Users analyze and synthesize information from already available information.

Companies use desk research at the onset of a project to gain a better understanding of a topic, identify knowledge gaps, and inform the next stages of research. It can also supplement original findings and provide context and background information.

Desk research gives marketers attractive advantages over traditional primary research, but it’s not without its shortcomings. Let’s explore these in more detail.

Desk research advantages

• Quick insights. Conducting interviews, focus groups, panels, and tests can take weeks or even months, along with additional time to analyze your findings. With desk research, you can pull from existing information to gain similar results in less time.
• Cost-effectiveness. Desk market research is usually less expensive than primary research because it requires less time and fewer resources. You don’t have to recruit participants or administer surveys, for example.
• Accessibility. There’s a world of data out there ready for you to leverage, including online databases, research studies, libraries, and archives.
• Diverse sources. Desk market research doesn’t limit you to one information source. You can use a combination of sources to gain a comprehensive overview of a topic.

Want to see how Meltwater can supercharge your market research efforts? Simply fill out the form at the bottom of this post and we'll be in touch.

Desk research limitations 

• Data quality. Marketers don’t know how reliable or valid the data is, which is why it’s important to choose your sources carefully. Only use data from credible sources, ideally ones that do not have a financial interest in the data’s findings.
• Less control. Users are at the mercy of the data that’s available and cannot tailor it to their needs. There’s no opportunity to ask follow-up questions or address specific research needs.
• Potential bias. Some sources may include biased findings and/or outdated information, which can lead to inaccurate conclusions. Users can mitigate the risk of bias by relying only on credible sources or corroborating evidence with multiple sources.

Desk research typically involves multiple sources and processes to gain a comprehensive understanding of an idea. There are two main desk methodologies: qualitative research and quantitative research .

• Qualitative research refers to analyzing existing data (e.g., interviews, surveys, observations) to gain insights into people's behaviors, motivations, and opinions. This method delves deeper into the context and meaning behind the data.
• Quantitative research refers to analyzing and interpreting numerical data to draw conclusions and make predictions. This involves quantifying patterns and trends to find relationships between variables.

Both desk research methodologies use a variety of methods to find and analyze data and make decisions.

Examples of desk research methods include but are not limited to:

• Literature review. Analyze findings from various types of literature, including medical journals, studies, academic papers, books, articles, online publications, and government agencies.
• Competitor analysis . Learn more about the products, services, and strategies of your competitors, including identifying their strengths and weaknesses, market gaps, and overall sentiment.
• Social listening . Discover trending topics and sentiments on social media channels to learn more about your target audience and brand health.
• Consumer intelligence . Understand your audience based on digital behaviors, triggers, web usage patterns, and interests.
• Market research . Analyze market reports, industry trends, demographics, and consumer buying patterns to identify market opportunities and strengthen your positioning.

Now let’s look at how to use these methods to their full potential.

While desk research techniques can vary, they all follow a similar formula. Here’s how you can conduct desk research effectively, even if it’s your first time.

1. Define your objective

Desk research starts with a specific question you want to answer. 

In marketing , your objective might be to:

• Learn about Gen Z buying behaviors for home goods
• Gauge the effectiveness of influencer marketing for food brands
• Understand the pain points of your competitor’s customers

These questions can help you find credible sources that can provide answers.

2. Choose reliable data sources

Based on your objectives, start collecting secondary data sources that have done the heavy lifting for you. Examples include:

• Market reports (often available as gated assets from research companies)
• Trade publications
• Academic journals
• Company websites
• Government publications and data
• Online databases and resources, such as Google Scholar 
• Secondary research companies or market research tools like Meltwater and Linkfluence
• Online blogs, articles, case studies, and white papers from credible sources

In many cases, you’ll use a combination of these source types to gain a thorough answer to your question.

3. Start gathering evidence

Go through your source materials to start answering your question. This is usually the most time-intensive part of desk research; you’ll need to extract insights and do some fact-checking to trust those insights.

One of your top priorities in this step is to use reliable sources. Here are some ways you can evaluate sources to use in your desk research:

• Consider the authority and reputation of the source (e.g., do they have expertise in your subject)
• Check whether the content is sponsored, which could indicate bias
• Assess whether the data is current
• Evaluate the publisher’s peer review processes , if applicable
• Review the content’s citations and references
• Seek consensus among multiple sources
• Use sources with built-in credibility, such as .gov or .edu sites or well-known medical and academic journals

If your source materials have supporting elements, such as infographics, charts, or graphs, include those with your desk research.

4. Cross-reference your findings with other sources

For desk research to be effective, you need to be able to trust the data you find. One way to build trust is to cross-reference your findings with other sources. 

For instance, you might see who else is citing the same sources you are in their research. If there are reputable companies using those same sources, you might feel they’re more credible compared to a random internet fact that lacks supporting evidence. 

5. Draw your conclusions & document the results

Organize and synthesize your findings in a way that makes sense for your objectives. Consider your stakeholders and why the information is important.

For example, the way you share your research with an internal team might have a different structure and tone compared to a client-facing document.

Bonus tip: Include a list of sources with your documentation to build credibility in your findings. 

When conducting desk research, follow these best practices to ensure a reliable and helpful outcome.

Organize and manage your research data

It’s helpful to have a system to organize your research data. This way, you can easily go back to review sources or share information with others. Spreadsheets, databases, and platforms like Meltwater for market research are great options to keep your desk research in one place.

Create actionable recommendations

It’s not enough to state your findings; make sure others know why the data matters. Share the data along with your conclusions and recommendations for what to do next.

Remember, desk research is about decision-making, not the data itself.

Document your sources

Whether you choose to share your sources or not, it’s best practice to document your sources for your own records. This makes it easier to provide evidence if someone asks for it or to look back at your research if you have additional questions.

Now for the big question: How can marketers apply desk research to their day-to-day tasks?

Try these desk research examples to power your marketing efforts.

Use desk research for market intelligence

Markets, preferences, and buying habits change over time, and marketers need to stay up to date on their industries. Desk research can provide market intelligence insights, including new competitors, trends, and audience segments that may impact your business.

Apply desk research in competitive analysis

Desk research can help you identify your true competitors and provide more context about their strengths and weaknesses. Marketers can use this intel to improve their positioning and messaging. For instance, a competitor’s weak spot might be something your company does well, and you can emphasize this area in your messaging.

Include desk research in content strategy and audience analysis

Desk research can support consumer intelligence by helping you define various audience segments and how to market to them. These insights can help you develop content and creative assets on the right topics and in the right formats, as well as share them in the best channels to reach your audience.

Emerging technologies like Meltwater's integrated suite of solutions have a strong impact on desk research, helping you streamline how you find and vet data to support your desired topics.

Using a combination of data science, AI, and market research expertise, Meltwater offers the largest media database of its kind to help marketers learn more about their audience and how to connect with them. Millions of real-time data points cover all niches, topics, and industries, giving you the on-demand insights you need.

Our clients use Meltwater for desk research to measure audience sentiment and identify audience segments as well as to conduct competitor analysis , social listening , and brand monitoring , all of which benefit from real-time data. 

Learn more about how you can leverage Meltwater as a research solution when you request a demo by filling out the form below:

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What is Desk Research? A Guide + Examples

Desk research can help you make data-driven decisions, define or adapt strategies, and uncover untapped market potential to drive growth – when it’s done right!

Nowadays, we have all the information we need at our fingertips; but knowing where to find the right data quickly is key.

So, what is desk research? What does it involve, and how can Similarweb Research Intelligence help?

Let’s find out.

What is desk research?

Desk research is a type of market research that uses existing data to support or validate outcomes and conclusions. Also known as secondary research , it’s a cost-effective way to obtain relevant data from a broad range of channels.

How is desk research used?

From small start-ups to established businesses, doing desk research provides you with crucial insights into trends, competitors, and market size . Whatever you do, desk research can help with product positioning and guide data-driven business decisions that help you become the ultimate competitor and find new ways to grow.

According to the latest data on the Internet of Things , around 130 new devices connect to the web every second. Stats on the state of data show we create and consume data at an exponential rate–data interactions will only continue to rise.

Primary vs. secondary research – what’s the difference?

Most market research methods fall into either primary or secondary research. When we talk about desk research, we tend to focus only on secondary methods. However, most primary research can also be done remotely, from a desk.

Primary research is self-conducted research that gathers data to answer questions. It usually involves going directly to a source, such as a customer or a prospect. Compared to secondary research, it takes longer, costs more, and demands more resources. Primary research methods include interviews, market research surveys , questionnaires, competitor reviews, market mapping , focus groups, etc.

Secondary research is the synthesis or summary of existing research using previously gained information from various sources. Most market research starts with secondary research: It aims to provide a researcher or analyst with a basis of knowledge formed from existing data. Secondary research methods include collecting data from the internet, government databases, reports, and academic journals, to name just a few.

Pros and cons of desk research

As with any type of market research, you need to choose the right method to deliver the best outcome for your research goal. Desk research is advantageous for several reasons, but it won’t always suit every market research project. Market research best practice tells us that we should use desk-based research before primary research – as this helps to reduce or refine the scope of the work before the second, more costly phase.

Here’s a summary of the pros and cons of desk research.

Advantages of desk-based research

Doing secondary market research is highly beneficial; here’s why.

• Low cost – most secondary research sources are low-to-no cost.
• Speed – as the data already exists, data collection is quick.
• Clarity – desk research drives & add-value to primary research actions.
• Scalability – due to the large datasets used in secondary research.
• Availability – pre-collected data is readily available to analyze.
• Insightful – get valuable insights and help resolve some initial research questions.

Disadvantages of desk-based research

As any good researcher will attest, it’s always good to look at a topic from every angle. Here are a few things to consider before starting any secondary research process.

• Out of-date data – consider if the coverage dates of the research are relevant. In a fast-moving market, having access to up-to-date information could be critical.
• Lack of perceived control over the data – secondary research is undertaken by a third party; as such, methodology controls need to be reviewed with caution.
• No exclusivity – desk research data is widely available and can be used by other researchers.
• Verification & interpretation – particularly when working with large data sets, it can take time to analyze and review to ensure the information is suitable for your research.

Types of desk-based research

Nowadays, you can do most market research from a desk. Here, I’ll focus solely on secondary research methods: Where finding and using the right resources is key. The data you use needs to be up-to-date and should always come from a trusted source.

Desk research methods – internal data resources

Before stepping into external research, look for any relevant internal sources. This data can often prove invaluable, and it’s a great place to start gathering insights that only you can see. The information is already yours, so aside from the fact it won’t cost a dime, it’s data your rivals won’t have access to.

Sources of internal information that can help you do desk research include:

• Historical campaign and sales analysis: Everything from website traffic and conversions through to sales. Accessible through your own analytics platform(s).
• Website and mobile application data: Your own platforms can also tell you where users are – such as the device split between mobile and desktop.
• Existing customer information: audience demographics , product use, and efficiency of service.
• Previous research conducted by other analysts: Even if the research seems unrelated, there could be indicative information within.

Desk research methods – external data resources

Using external data sources for desk research is an ideal way to get information about market trends, and explore a new topic.

• The internet: A virtual aggregator of all secondary research sources – always validate findings with credible sources.
• Commercial resources: Research associations and company reports usually cost money but give you data that’s specific to your industry/aim.
• Trade association reports: To see if there’s a trade association of interest, do a quick search online or use the Encyclopedia of Associations , the Directory of Associations , or the National Trade and Professional Associations Directory
• Industry Experts: Expert consultancy is an efficient way of getting information from someone who has ‘been there, done that.’ Also, consider ‘influencers.’
• Research associations & journals: Most research associations are independent and offer bespoke, specialized reports.
• Media coverage: TV, radio, newspapers, and magazines can often help uncover facts and relevant media stories related to your topic.
• Market research intelligence software: Platforms like Similarweb give you actionable insights into industry and competitors’ trends. With access to mobile app intelligence, you get a complete picture of the digital landscape.
• Government & non-government agencies: In the US, the biggest generator of data is the federal government. US Census Bureau , Congressional Research Service , US Government Publishing Office , US Small Business Administration , and the Department of Education . Most information from these sources is free.
• Local government sites: A reliable source to find data on population density or employment trends.
• Public library records: Access data via the Digital Public Library of America in the US or the National Archives in the UK.
• Competitor information: Sign-up for mailing lists, view comparison reports, and read online reviews.
• Educational institutions: Academic research papers and journals are well-researched. If you can find a relevant one, you’ll likely get solid data from credible sources.

How to choose the best type of desk research

With so many freely-available sources online for desk-based research; it’s easy to feel overwhelmed. The best guidance I can offer is to keep a list of key questions you are trying to answer with this research, and consider:

• What are you hoping to learn from your research?
• Why is this data relevant?
• Is there an action you can take from this information?
• How up-to-date is the data you are using?

Always keep the questions you’re trying to answer front of mind. It’ll help you stay focused and keep your desk research on the right track. Time and money will usually determine the right type of desk research to use, but, even then, it’s important to stay focussed on where you spend your time vs. the return on that investment.

Inspiration: This article outlines some of the best market research questions to ask.

How to do desk research in five steps

Follow these steps to guide you through doing desktop research:

1. Clearly define your research topic Identify your topic and its purpose, then list any relevant research attributes.

2. Select appropriate resources Make a list of sources that’ll provide relevant information for your research topic.

3. Look for existing data Once you’ve collated your research sources, look for internal and external data relevant to your research topic. Remember to only use data from authentic sources.

4. Collate, compare & assemble Next, you’ll need to collate all the data you’ve obtained, remove any duplication, and bring it together into a usable format.

5. Data analysis The final step of doing desk research is to analyze the data. At this point, you should be able to see if your research questions have been answered. If any questions remain unanswered, go back to step 2, and look for alternative resources that will help you get clearer insights.

Desk-based research tools

Online resources are by far your most valuable asset for doing secondary research. However, software like Similarweb Digital Intelligence , Google Analytics (GA), and Google Search Console (GSC) can save you time and give you a more visually-appealing view of relevant data.

My list of go-to tools for desk research includes:

• Google Analytics & Search Console – your own site’s performance and visitor stats.
• Similarweb Digital Research Intelligence – uncover market, industry & competitor trends across web, mobile, and apps.
• Tableau – data visualization for presenting your findings.
• Competitor data – on rival’s websites, newsletters, and social media accounts.

Read: The best market research tools of 2023

Note that GA and GSC are free to use but limited in terms of what you can see outside your own site. With Similarweb, you can access virtually limitless industry-wide data.

Stop Guessing, Start Analyzing

Get actionable insights for desk research here

How Similarweb helps with desk research

Here are just a few examples of how Similarweb Digital Research Intelligence can help you with secondary research.

• Benchmarking yourself against your industry – Benchmarking suite
• Understand how competitor websites and apps perform – Company research module
• Get a full picture of your industry – Market research & industry analysis tools
• Understand how apps are impacting your market – App Intelligence
• Analyze consumer behavior – Audience analysis tool
• Understand the complete customer journey – Consumer journey tracker

Using research intelligence tools will save you time and money while removing bias from the data – ultimately giving you clarity and a complete view of the digital world relevant to your research topic.

Success Story: See how Airbnb uses Similarweb to reveal growth opportunities in new markets .

Desk research examples with Similarweb

A good example of desk research in action is looking into an industry to uncover market leaders, trends, relevant search trends, and an overview of a complete industry. Using the market analysis module in Similarweb, you can find out exactly what’s happening in your market, and make data-driven decisions that’ll help you increase market share , and drive faster, more sustainable business growth.

For this particular desk research example, I chose the airline industry.

Let’s dive in.

Industry Overview

See a snapshot of industry traffic and engagement metrics . This data is typically based on Similarweb’s index of the top 100 websites in a chosen vertical. You can easily create a custom industry , allowing you to do competitive benchmarking against specific companies in your market.

Industry Leaders

Quickly see who is winning in an industry using the Market quadrant analysis graph and industry leaders table. Analyze top-performing websites in your vertical, and dive into their traffic and engagement performance to view bounce rates, visit duration, monthly visits, month-on-month changes, unique visitors, pages/visits, and traffic share .

Industry Trends

Analyze trends in near real-time so you can take action when it matters most–not a quarter later. Create a personalized view of your industry for in-depth analysis and make informed decisions that will help you grow your market share.

Marketing Channels

Access valuable traffic metrics and insights for each marketing channel. See data for direct, social, display ads, paid search, referrals, emails, and organic traffic channels and evaluate performance for each. Uncover opportunities to grow your own traffic share, evaluate engagement and quality of traffic, and identify trends over time.

Search Trends (within an industry)

Discover trending topics and emerging search terms in any industry. View what’s trending, search volume, % change, volume trend, and traffic leaders for both branded and non-branded search in your sector. Use these insights to get an understanding of market demand, search intent, and audience interests within a specific category, brand, or product.

Demographics

Gain crucial insights into the audiences visiting your website, your competitors’ websites, and your industry as a whole. See gender and age distribution across web, mobile, or combined traffic channels, and compare your demographics with that of your rivals.

The market analysis element of Similarweb will help you answer some of your most important research questions, such as:

• How a specific industry grew over time
• Who the top and emerging players are in your industry
• Which products or services are trending and/or what are consumers searching for
• What demographics are relevant to you, and your competitors

The app intelligence module completes the picture and gives you a broad view of the digital landscape across your market. You can quickly see how apps are impacting your industry, and look at download, engagement, installs, ranking, and more.

Here, I’m sticking with the airline industry to establish whether or not android or iOS is the best fit for a new app. Immediately, I can see there are between 1-1.5M monthly active users on iOS vs. an equivalent of around 350,000k on Android.

Like what you see? Take a tour of Similarweb for yourself.

Discover industry insights for desk research here

Wrapping up

Good desk research helps you quickly uncover key information that can shape and steer successful market research projects. When done right, you’ll be able to answer questions and discover crucial data about your industry, competitors, and key trends to consider while building a strategy for growth.

Asking the right research questions from the onset and keeping these at the forefront of your mind throughout will save time and help direct your market analysis in the right direction.

Is desk-based research free?

Depending on the method used, desktop research can be done for free. If you require industry or government agency reports, these often carry a charge but are more likely to be free from bias when compared to commercially produced reports that (sometimes) receive sponsorship. 

Which businesses can utilize secondary desk research?

Desk-based research can uncover crucial insights into market trends, market sizing, and competitors. The information can be used by any size business to help guide strategic decision-making and help refine a product’s positioning.

Should you do secondary research before primary research?

Absolutely, yes. Secondary research should always come before primary or field research. The formative research phase helps pinpoint where more in-depth primary research is required. Desk research can also verify and support findings from field research but should not replace primary research–as they are each utilized under different circumstances.

Who does desk-based research?

Desk research can ‘technically’ be done by anyone, but it’s typically performed by a researcher, an analyst, or a marketing professional. Good market research has solid foundational data to drive critical business decisions. Experienced researchers and analysts are best-placed to spot opportunities, trends, and patterns when the stakes are this high.

So, while anybody can access secondary data free of charge, investing the necessary resources to do things right to get the most out of the process is essential.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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• Desk Research: Definition, Types, Application, Pros & Cons

If you are looking for a way to conduct a research study while optimizing your resources, desk research is a great option. Desk research uses existing data from various sources, such as books, articles, websites, and databases, to answer your research questions. 

Let’s explore desk research methods and tips to help you select the one for your research.

What Is Desk Research?

Desk research, also known as secondary research or documentary research, is a type of research that relies on data that has already been collected and published by others. Its data sources include public libraries, websites, reports, surveys, journals, newspapers, magazines, books, podcasts, videos, and other sources. 

When performing desk research, you are not gathering new information from primary sources such as interviews, observations, experiments, or surveys. The information gathered will then be used to make informed decisions.

The most common use cases for desk research are market research , consumer behavior , industry trends , and competitor analysis .

How Is Desk Research Used?

Here are the most common use cases for desk research:

• Exploring a new topic or problem
• Identifying existing knowledge gaps
• Reviewing the literature on a specific subject
• Finding relevant data and statistics
• Analyzing trends and patterns
• Evaluating competitors and market trends
• Supporting or challenging hypotheses
• Validating or complementing primary research

Types of Desk Research Methods

There are two main types of desk research methods: qualitative and quantitative. 

• Qualitative Desk Research 

Analyzing non-numerical data, such as texts, images, audio, or video. Here are some examples of qualitative desk research methods:

Content analysis – Examining the content and meaning of texts, such as articles, books, reports, or social media posts. It uses data to help you identify themes, patterns, opinions, attitudes, emotions, or biases.

Discourse analysis – Studying the use of language and communication in texts, such as speeches, interviews, conversations, or documents. It helps you understand how language shapes reality, influences behavior, constructs identities, creates power relations, and more.

Narrative analysis – Analyzing the stories and narratives that people tell in texts, such as biographies, autobiographies, memoirs, or testimonials. This allows you to explore how people make sense of their experiences, express their emotions, construct their identities, or cope with challenges.

• Quantitative Desk Research

Analyzing numerical data, such as statistics, graphs, charts, or tables. 

Here are common examples of quantitative desk research methods:

Statistical analysis : This method involves applying mathematical techniques and tools to numerical data, such as percentages ratios, averages, correlations, or regressions.

You can use statistical analysis to measure, describe, compare, or test relationships in the data.

Meta-analysis : Combining and synthesizing the results of multiple studies on a similar topic or question. Meta-analysis can help you increase the sample size, reduce the margin of error, or identify common findings or discrepancies in data.

Trend analysis : This method involves examining the changes and developments in numerical data over time, such as sales, profits, prices, or market share. It helps you identify patterns, cycles, fluctuations, or anomalies. 

Examples of Desk Research

Here are some real-life examples of desk research questions:

• What are the current trends and challenges in the fintech industry?
• How do Gen Z consumers perceive money and financial services?
• What are the best practices for conducting concept testing for a new fintech product?
• Documentary on World War II and its effect on Austria as a country

You can use the secondary data sources listed below to answer these questions:

Industry reports and publications

• Market research surveys and studies
• Academic journals and papers
• News articles and blogs
• Podcasts and videos
• Social media posts and reviews
• Government and non-government agencies

How to Choose the Best Type of Desk Research

The main factors for selecting a desk research method are:

• Research objective and question
• Budget and deadlines
• Data sources availability and accessibility.
• Quality and reliability of data sources
• Your data analysis skills

Let’s say your research question requires an in-depth analysis of a particular topic, a literature review may be the best method. But if the research question requires analysis of large data sets, you can use trend analysis.

Differences Between Primary Research and Desk Research

The main difference between primary research and desk research is the source of data. Primary research uses data that is collected directly from the respondents or participants of the study. Desk research uses data that is collected by someone else for a different purpose.

Another key difference is the cost and time involved. Primary research is usually more expensive, time-consuming, and resource-intensive than desk research. However, it can also provide you with more specific, accurate, and actionable data that is tailored to your research goal and question.

The best practice is to use desk-based research before primary research; it refines the scope of the work and helps you optimize resources.

Read Also – Primary vs Secondary Research Methods: 15 Key Differences

How to Conduct a Desk Research

Here are the four main steps to conduct desk research:

• Define Research Goal and Question

What do you want to achieve with your desk research? What problem do you want to solve or what opportunity do you want to explore? What specific question do you want to answer with your desk research?

• Identify and Evaluate Data Sources

Where can you find relevant data for your desk research? How relevant and current are the data sources for your research? How consistent and comparable are they with each other? 

You can evaluate your data sources based on factors such as- 

– Authority: Who is the author or publisher of the data source? What are their credentials and reputation? Are they experts or credible sources on the topic?

– Accuracy: How accurate and precise is the data source? Does it contain any errors or mistakes? Is it supported by evidence or references?

– Objectivity: How objective and unbiased is the data source? Does it present facts or opinions? Does it have any hidden agenda or motive?

– Coverage: How comprehensive and complete is the data source? Does it cover all aspects of your topic? Does it provide enough depth and detail?

– Currency: How current and up-to-date is the data source? When was it published or updated? Is it still relevant to your topic?

• Collect and Analyze Your Data

How can you collect your data efficiently and effectively? What tools or techniques can you use to organize and analyze your data? How can you interpret your data with your research goal and question?

• Present and Report Your Findings

How can you communicate your findings clearly and convincingly? What format or medium can you use to accurately record your findings?

You can use spreadsheets, presentation slides, charts, infographics, and more.

Advantages of Desk Research

• Cost Effective

It is cheaper and faster than primary research, you don’t have to collect new data or report them. You can simply analyze and leverage your findings to make deductions.

• Prevents Effort Duplication

Desk research provides you with a broad and thorough overview of the research topic and related issues. This helps to avoid duplication of efforts and resources by using existing data.

• Improves Data Validity

Using desk research, you can compare and contrast various perspectives and opinions on the same topic. This enhances the credibility and validity of your research by referencing authoritative sources.

• Identify Data Trends and Patterns

 It helps you to identify new trends and patterns in the data that may not be obvious from primary research. This can help you see knowledge and research gaps to offer more effective solutions.

Disadvantages of Desk Research

• Outdated Information

One of the main challenges of desk research is that the data may not be relevant, accurate, or up-to-date for the specific research question or purpose. Desk research relies on data that was collected for a different reason or context, which may not match the current needs or goals of the researcher.

• Limited Scope

Another limitation of desk research is that it may not provide enough depth or insight into qualitative aspects of the market, such as consumer behavior, preferences, motivations, or opinions. 

Data obtained from existing sources may be biased or incomplete due to the agenda or perspective of the source.

Read More – Research Bias: Definition, Types + Examples

• Data Inconsistencies

It may also be inconsistent or incompatible with other data sources due to different definitions or methodologies.

• Legal and Technical Issues

Desk research data may also be difficult to access or analyze due to legal, ethical, or technical issues.

How to Use Desk Research Effectively

Here are some tips on how to use desk research effectively:

• Define the research problem and objectives clearly and precisely.
• Identify and evaluate the sources of secondary data carefully and critically.
• Compare and contrast different sources of data to check for consistency and reliability.
• Use multiple sources of data to triangulate and validate the findings.
• Supplement desk research with primary research when exploring deeper issues.
• Cite and reference the sources of data properly and ethically.

Desk research should not be used as a substitute for primary research, but rather as a complement or supplement. Combine it with primary research methods, such as surveys, interviews, observations, experiments, and others to obtain a more complete and accurate picture of your research topic.

Desk research is a cost-effective tool for gaining insights into your research topic. Although it has limitations, if you choose the right method and carry out your desk research effectively, you will save a lot of time, money, and effort that primary research would require.

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• desk research
• market research
• primary vs secondary research
• research bias
• secondary research
• Moradeke Owa

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Desk Research 101: Definition, Methods, and Examples

Parvathi Vijayamohan

Last Updated: 13 August 2024

12 min read

Table Of Contents

• Desk Research Guide
• What is Desk Research
• Desk Research Methods
• Desk Research Benefits
• Desk Research Drawbacks
• When to Use Desk Research - Examples
• How to Do Research

If you ever had to do a research study or a survey at some point, you would have started with desk research .

There’s another, more technical name for it – secondary research. To rewind a bit, there are two types of research: primary , where you go out and study things first-hand, and secondary , where you explore what others have done.

But what is desk research? How do you do it, and use it? This article will help you:

• What is desk research
• Different desk research methods
• Desk research benefits
• Major drawbacks of desk research
• Desk research examples
• How to do desk research

What is Desk Research?

Desk research can be defined as a type of market/product research, where you collect data at your desk (metaphorically speaking) from existing sources to get initial ideas about your research topic.

Desk research or secondary research is an essential process from a business’s point of view. After all, secondary data sources are such an easy way to get information about their industry, trends, competitors, and customers.

Types of Secondary Data Sources

#1. Internal secondary data: This consists of data from within the researcher’s company. Examples include:

• Company reports and presentations
• Case studies
• Podcasts, vlogs, and blogs
• Press releases
• Websites and social media
• Company databases and data sets

#2. External secondary data: Researchers collect this from outside their respective firms. Examples include:

• Digital and print publications
• Domain-specific publications and periodicals
• Online research communities, like  ResearchGate
• Industry speeches and conference presentations
• Research papers

Difference Between Desk Research and Primary Research

Research is mainly two parts - primary and secondary (desk). Here’s a brief take on the difference between the two. This will help you clear up any doubts you have. 

6 Popular Desk Research Methods 

If you are seeking ways to conduct desk research, here are some methods you can follow. 

The Internet

No surprise there. When was the last time you checked a book to answer the burning question of “Is pineapple on pizza illegal?” (it should be).

However, choosing authentic and credible sources from an information overload can be tricky. To help you out, the Lydia M. Olson Library has a 6-point checklist to filter out low-quality sources. You can read them in detail here .

You have earned some serious street cred if your preferred source is a library. But, jokes apart, finding the correct information for your research topic in a library can be time-consuming.

However, depending on which library you visit, you will find a wealth of verifiable, quotable information in the form of newspapers, magazines, research journals, books, documents, and more.

Governmental and Non-Governmental Organizations

NGOs, and governmental agencies like the US Census Bureau, have valuable demographic data that businesses can use during desk research. This data is collected using survey tools like SurveySparrow .

You may have to pay a certain fee to download or access the information from these agencies. However, the data obtained will be reliable and trustworthy.

Educational Institutions

Colleges and universities conduct plenty of primary research studies every year. This makes them a treasure trove for desk researchers.

However, getting access to this data requires legwork. The procedures vary according to the institution; among other things, you will need to submit an application to the relevant authority and abide by a data use agreement.

Company Databases

For businesses, customer and employee data are focus areas all on their own. But after the pandemic, companies are using even more applications and tools for the operations and service sides.

This gives businesses access to vast amounts of information useful for desk research and beyond. For example, one interesting  use case  is making employee onboarding more effective with just basic employee data, like their hobbies or skills.

Commercial Information Media

These include radio, newspapers, podcasts, YouTube, and TV stations. They are decent sources of first-hand info on political and economic developments, market research, public opinion, and other trending subjects.

However, this is also a source that blurs the lines between advertising, information and entertainment. So as far as credibility is concerned, you are better off supporting this data with additional sources.

How Can Desk Research Be Helpful?

The following listed are some ways desk research can really help you. 

#1. Better Domain Understanding

Before doing market research, running a usability test, or starting any user-centric project, you want to see what companies have done in the past (in related areas, if not the same domain). Then, instead of learning everything from scratch, you can review their research, successes, and mistakes and learn from them. 

#2. Quicker Opportunity Spotting

How do you know if you’ve found something new? By reviewing what has gone before. By doing this, you can spot gaps in the data that match up with the problem you’re trying to solve.

#3. More Money Saved

Thanks to the internet, most of the data you need is at your fingertips, and they are cheaper to compile than field data. With a few (search and mental) filters, you can quickly find credible sources with factual information.

#4. More time saved

You have less than 15 minutes with your research participant. Two minutes if you’re doing an online survey. Do you really want to waste that time asking questions that have already been answered elsewhere? Lack of preparation can also hurt your credibility.

#5. Better Context

Desk research helps to provide focus and a framework for primary research. By using desk research, companies can also get the insight to make better decisions about their customers and employees.

#6. More Meaningful Data

Desk research is the yin to the yang of field research – they are both required for a meaningful study. That’s why desk research serves as a starting point for every kind of study.

This brings us to the last question.

5 Major Drawbacks of Desk Research

While there are some benefits when doing desk research, it comes with its drawbacks and challenges. Let's have a look at them.

Data Relevancy and Accuracy

To make informed decisions, it's crucial to have up-to-date data. With most of the data in desk research already collected, the probability of it being relevant to contemporary use is low. With inaccurate data, the end results can be skewed.

Depth and Insight Provided

It's possible that the insight of the data in desk research can't be as deep, especially in qualitative aspects. For example, for something like understanding consumer behavior or preferences, you need new and fresh data. This is not possible with desk research.

If you are someone looking to learn more about your customer, then we recommend going for primary research… preferably using tools like SurveySparrow .

The tool can help you collect fresh and up-to-date data and understand your customers better. From their preferences to emotions, learn about your customers comprehensively.

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Data Bias and Inconsistency

Data obtained from existing sources can be biased or incomplete. Each researcher has a different perspective (or agenda), and depending on that, the researched data can be focused. Therefore, it's safe to say that you can expect the data to be incompatible.

Data Accessibility

The data availability or accessibility can be a major issue. Though you can find research materials existing, it's not necessary that you will be able to access them. 

For example, consider Statista. It's one of the top companies that provide industry and region-focused statistics reports. However, except for a few, most of the data are available only on purchase, which, by the way, is expensive...very expensive.

Time Consumption

Tracking down all the necessary researched data for your desk research can be quite a time-consuming process. Not to mention how monotonous it can be.

Use Cases Where You Can Use Desk Research - Examples

The following are some use cases where desk research has been used. Go through them and learn how and when to use desk research. 

#1. Testing Product-Audience Match

Let’s say you’re developing a fintech product. You want to do a concept testing study. To make sure you get it right, you’re interested in finding out your target audience’s attitudes about a topic in your domain. For e.g., Gen Z’s perceptions about money in the US.

With a quick Google search, you get news articles, reports, and research studies about Gen Z’s financial habits and attitudes. Also, infographics and videos provide plenty of quantitative data to draw on.

These steps are a solid starting point for framing your concept testing study. You can further reduce the time spent on survey design with a  Concept Testing Survey Template . Sign up to get free access to this and hundreds more templates.

#2. Tracking the Evolution of the Web

As we wade into the brave new world of  Web 5.0 , there are quite a few of us who still remember static websites, flash animations, and images sliced up into tables.

If you want to refresh your memory, you can hop on the  Wayback Machine . iI gives you access to over 20 years of web history, with over 635 billion web pages saved over time!

Curiosity aside, there are practical use cases for this web archive. SEO specialist Artur Bowsza explores this in his fantastic article  Internet Archeology with the Wayback Machine .

Imagine you’re investigating a recent drop in a website’s visibility. You know there were some recent changes in the website’s code, but couldn’t get any details. Or maybe you’re preparing a case study of your recent successful project, but the website has changed so much, and you never bothered to take a screenshot. Wouldn’t it be great to travel back in time and uncover the long-forgotten versions of the website – like an archaeologist, discovering secrets from the past but working in the digital world?

#3. Repairing a Business Reputation

As a brand, you hope that a crisis never happens. But if hell does break loose, having a crisis management strategy is essential.

If you want examples, just do a Google search. From Gamestop getting caught in a  Reddit stock trading frenzy  to Facebook being voted  The Worst Company of 2021 , we have seen plenty of brands come under fire in recent years.

Some in-depth desk research can help you nail your crisis communication. Reputation management expert Lida Citroen outlines this in her article 7 Ways to Recover After a Reputation Crisis .

Conduct a thoughtful and thorough perception sweep of the reputation hit’s after-effects. This includes assessing digital impact such as social media, online relationships and Google search results. The evaluation gives you a baseline. How serious is the situation? Sometimes the way we believe the situation to be is not reflected in the business impact of the damage.

How Do You Do Desk Research?

Good question! In her blog post , Lorène Fauvelle covers the desk research process in detail.

You can also follow our 4-step guide below.

• First,  start with a general topic l ike “handmade organic soaps”. Read through existing literature about handmade soaps to see if there is a gap in the literature that your study can fill.
• Once you find that gap, it’s time to  specify your research topic . So in the example above, you can specify it like this: “What is the global market size for handmade organic soaps”?
• Identify the relevant secondary data for desk research. This only applies if there is past data that could be useful for your research.
• The aim of the previous study
• The author/sponsors of the study
• The methodology of the study
• The time of the research

Note: One more thing about desk research…

Beware of dismissing research just because it was done a few years ago. People new to research often make the mistake of viewing research reports like so many yogurts in a fridge where the sell-by dates have expired. Just because it was done a couple of years ago, don’t think it’s no longer relevant. The best research tends to focus on human behaviour, and that tends to change very slowly. Dr David Travis, Desk Research: The What, Why and How

That’s all folks! We hope this blog was helpful for you.

How have you used desk research for your work? Let us know in the comments below.

Content marketer at SurveySparrow.

Parvathi is a sociologist turned marketer. After 6 years as a copywriter, she pivoted to B2B, diving into growth marketing for SaaS. Now she uses content and conversion optimization to fuel growth - focusing on CX, reputation management and feedback methodology for businesses.

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Desk Research: The Essential Guide for Designers & UX Researchers

sameer Behere

Despite its potential to provide valuable insights and help designers gain stakeholder confidence, desk research is often overlooked and undervalued. It can be a critical starting point for any design process.

Through this blog, I am uncovering some of the critical aspects of desk research, and understanding the nuances of desk research is beneficial and essential.

This comprehensive guide delves into the top five needs and how-to guides about desk research, unravelling its significance, methodologies, and when to employ it for maximum impact.

Whether you’re a seasoned UX researcher or new to the field, this blog will provide insights and strategies to enhance your research process, ensuring you make informed UX design and development decisions.

What is desk research?

Desk research, or secondary research, is vital to UX research. It involves analyzing existing data, reports, and papers to understand a subject, identify trends, and pinpoint gaps in knowledge. It’s cost-effective and time-efficient, informing primary research and guiding decisions in UX design.

• Cost-Effective and Time-Efficient: Desk research analyses pre-existing data, which is often more cost-effective and less time-consuming than primary research. This method is advantageous in the initial stages of a project, where gathering information is necessary without incurring significant costs or delays.
• Broad Overview and Contextual Understanding: Researchers can gain a comprehensive understanding of market trends, customer behaviour, and industry benchmarks, which is crucial for informed product design and development strategy decisions.
• Identifying Gaps and Opportunities: By reviewing existing research, studies, and data, UX researchers can identify gaps in the current understanding of the user experience. These gaps present opportunities for primary research, ensuring that subsequent investigations are targeted and relevant.
• Risk Mitigation: Early identification of risks and challenges can guide strategic decision-making, allowing stakeholders to trust the research efforts.
• Benchmarking: Understanding a product’s position in the market and how to improve it is essential. This can be achieved through benchmarking against competitors and industry standards.

Desk research is very flexible and can be used in the primary stages of the project below.

Identifying the right time to use desk research is crucial for a UX researcher. Generally, desk research is most effective in the following two stages.

Initial Project Planning and Understanding Phase:

Before Starting a New Project: Desk research should be one of the first steps when embarking on a new UX project. It helps gain an initial understanding of the market, user demographics, existing solutions, and potential challenges.

Defining the Scope and Objectives: In the project desk, research can clarify the scope and objectives early in the project. By understanding what’s already known, you can avoid duplication of effort and focus on areas that require further investigation.

Informing Research Questions: Conducting desk research before formulating specific research questions for primary research is beneficial. It helps identify the gaps in current knowledge and ensures the research questions are targeted and relevant.

Refinement and Validation Phase:

Mid-Project to Validate Findings: Desk research is valuable at the beginning and middle of a project. Here, it can validate findings from primary research, ensuring that the insights align with existing knowledge and trends.

Before Finalizing Design Decisions: Before finalizing design decisions, desk research can provide a final check against market trends, competitor strategies, and technological advancements, ensuring the design is up-to-date and competitive.

In both phases, desk research acts as a tool for grounding the UX research process in existing knowledge, ensuring that the research is comprehensive, relevant, and efficient. It’s beneficial in guiding the direction of primary research and in validating the insights derived from it.

Identifying gaps and opportunities in the user experience (UX) is critical for UX researchers. To achieve this objective, various research methods can be employed, each offering unique insights and data:

Literature Review: Start by conducting a thorough review of existing literature; I observed a lot of product managers and product owners maintain documents that cover valuable information. Using that information for the project will add much value in retaining existing knowledge and for better collaboration with the product leadership.

In addition to that, include academic papers, industry reports, and case studies relevant to your product or service. This helps in understanding the current state of knowledge and identifying areas where information is lacking.

Competitive Analysis: Analyze competitors’ products to identify features or user experiences your product lacks. This comparison can reveal areas for improvement or innovation in your own product.

Heuristic Evaluation: Conduct an expert review of your product based on established usability principles (heuristics). This can highlight usability issues and areas where the user experience does not meet industry standards or best practices.

Analytics Review: Examine your website or app analytics data to identify user behaviour patterns. Look for trends such as high drop-off rates or low engagement in certain areas, which might indicate problems or opportunities for enhancement.

User Feedback Analysis: Analyze user feedback, including customer support tickets, reviews, and feedback from previous research studies. This can reveal what users like or dislike about your product and where they encounter problems.

Survey Research: Conduct surveys targeting specific user experience aspects. Surveys can gather quantitative data on user satisfaction, feature importance, and unmet needs.

Interviews and Focus Groups: Conduct in-depth interviews or focus groups with users to gain qualitative insights. These methods allow a deeper understanding of user motivations, behaviours, and pain points.

Contextual Inquiry: Observe and interview users in their natural environment to understand how they interact with your product in real-life contexts. This can reveal unanticipated issues and opportunities.

Persona Development: Create or refine user personas based on available data. Personas help identify unaddressed user needs and tailor the UX to different user segments.

Journey Mapping: Develop or analyze existing user journey maps to identify pain points and moments of friction in the user journey. This can help in pinpointing areas for improvement.

Desk research is a cost-effective and efficient method that can revolutionize your approach. It provides deeper insights and drives more impactful outcomes in your UX journey.

Join me in exploring the depths of desk research and share your unique experiences and best practices. If you are new to UX Research, please read this blog now and take your first step towards mastering desk research in your UX toolkit!

Written by sameer Behere

Senior UX Researcher delivering actionable insights for positive business outcomes. Skilled in qualitative & quantitative methods, adept at research,

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Secondary research: definition, methods, & examples.

19 min read This ultimate guide to secondary research helps you understand changes in market trends, customers buying patterns and your competition using existing data sources.

In situations where you’re not involved in the data gathering process ( primary research ), you have to rely on existing information and data to arrive at specific research conclusions or outcomes. This approach is known as secondary research.

In this article, we’re going to explain what secondary research is, how it works, and share some examples of it in practice.

Free eBook: The ultimate guide to conducting market research

What is secondary research?

Secondary research, also known as desk research, is a research method that involves compiling existing data sourced from a variety of channels . This includes internal sources (e.g.in-house research) or, more commonly, external sources (such as government statistics, organizational bodies, and the internet).

Secondary research comes in several formats, such as published datasets, reports, and survey responses , and can also be sourced from websites, libraries, and museums.

The information is usually free — or available at a limited access cost — and gathered using surveys , telephone interviews, observation, face-to-face interviews, and more.

When using secondary research, researchers collect, verify, analyze and incorporate it to help them confirm research goals for the research period.

As well as the above, it can be used to review previous research into an area of interest. Researchers can look for patterns across data spanning several years and identify trends — or use it to verify early hypothesis statements and establish whether it’s worth continuing research into a prospective area.

How to conduct secondary research

There are five key steps to conducting secondary research effectively and efficiently:

1.    Identify and define the research topic

First, understand what you will be researching and define the topic by thinking about the research questions you want to be answered.

Ask yourself: What is the point of conducting this research? Then, ask: What do we want to achieve?

This may indicate an exploratory reason (why something happened) or confirm a hypothesis. The answers may indicate ideas that need primary or secondary research (or a combination) to investigate them.

2.    Find research and existing data sources

If secondary research is needed, think about where you might find the information. This helps you narrow down your secondary sources to those that help you answer your questions. What keywords do you need to use?

Which organizations are closely working on this topic already? Are there any competitors that you need to be aware of?

Create a list of the data sources, information, and people that could help you with your work.

3.    Begin searching and collecting the existing data

Now that you have the list of data sources, start accessing the data and collect the information into an organized system. This may mean you start setting up research journal accounts or making telephone calls to book meetings with third-party research teams to verify the details around data results.

As you search and access information, remember to check the data’s date, the credibility of the source, the relevance of the material to your research topic, and the methodology used by the third-party researchers. Start small and as you gain results, investigate further in the areas that help your research’s aims.

4.    Combine the data and compare the results

When you have your data in one place, you need to understand, filter, order, and combine it intelligently. Data may come in different formats where some data could be unusable, while other information may need to be deleted.

After this, you can start to look at different data sets to see what they tell you. You may find that you need to compare the same datasets over different periods for changes over time or compare different datasets to notice overlaps or trends. Ask yourself: What does this data mean to my research? Does it help or hinder my research?

5.    Analyze your data and explore further

In this last stage of the process, look at the information you have and ask yourself if this answers your original questions for your research. Are there any gaps? Do you understand the information you’ve found? If you feel there is more to cover, repeat the steps and delve deeper into the topic so that you can get all the information you need.

If secondary research can’t provide these answers, consider supplementing your results with data gained from primary research. As you explore further, add to your knowledge and update your findings. This will help you present clear, credible information.

Primary vs secondary research

Unlike secondary research, primary research involves creating data first-hand by directly working with interviewees, target users, or a target market. Primary research focuses on the method for carrying out research, asking questions, and collecting data using approaches such as:

• Interviews (panel, face-to-face or over the phone)
• Questionnaires or surveys
• Focus groups

Using these methods, researchers can get in-depth, targeted responses to questions, making results more accurate and specific to their research goals. However, it does take time to do and administer.

Unlike primary research, secondary research uses existing data, which also includes published results from primary research. Researchers summarize the existing research and use the results to support their research goals.

Both primary and secondary research have their places. Primary research can support the findings found through secondary research (and fill knowledge gaps), while secondary research can be a starting point for further primary research. Because of this, these research methods are often combined for optimal research results that are accurate at both the micro and macro level.

Sources of Secondary Research

There are two types of secondary research sources: internal and external. Internal data refers to in-house data that can be gathered from the researcher’s organization. External data refers to data published outside of and not owned by the researcher’s organization.

Internal data

Internal data is a good first port of call for insights and knowledge, as you may already have relevant information stored in your systems. Because you own this information — and it won’t be available to other researchers — it can give you a competitive edge . Examples of internal data include:

• Database information on sales history and business goal conversions
• Information from website applications and mobile site data
• Customer-generated data on product and service efficiency and use
• Previous research results or supplemental research areas
• Previous campaign results

External data

External data is useful when you: 1) need information on a new topic, 2) want to fill in gaps in your knowledge, or 3) want data that breaks down a population or market for trend and pattern analysis. Examples of external data include:

• Government, non-government agencies, and trade body statistics
• Company reports and research
• Competitor research
• Public library collections
• Textbooks and research journals
• Media stories in newspapers
• Online journals and research sites

Three examples of secondary research methods in action

How and why might you conduct secondary research? Let’s look at a few examples:

1.    Collecting factual information from the internet on a specific topic or market

There are plenty of sites that hold data for people to view and use in their research. For example, Google Scholar, ResearchGate, or Wiley Online Library all provide previous research on a particular topic. Researchers can create free accounts and use the search facilities to look into a topic by keyword, before following the instructions to download or export results for further analysis.

This can be useful for exploring a new market that your organization wants to consider entering. For instance, by viewing the U.S Census Bureau demographic data for that area, you can see what the demographics of your target audience are , and create compelling marketing campaigns accordingly.

2.    Finding out the views of your target audience on a particular topic

If you’re interested in seeing the historical views on a particular topic, for example, attitudes to women’s rights in the US, you can turn to secondary sources.

Textbooks, news articles, reviews, and journal entries can all provide qualitative reports and interviews covering how people discussed women’s rights. There may be multimedia elements like video or documented posters of propaganda showing biased language usage.

By gathering this information, synthesizing it, and evaluating the language, who created it and when it was shared, you can create a timeline of how a topic was discussed over time.

3.    When you want to know the latest thinking on a topic

Educational institutions, such as schools and colleges, create a lot of research-based reports on younger audiences or their academic specialisms. Dissertations from students also can be submitted to research journals, making these places useful places to see the latest insights from a new generation of academics.

Information can be requested — and sometimes academic institutions may want to collaborate and conduct research on your behalf. This can provide key primary data in areas that you want to research, as well as secondary data sources for your research.

Advantages of secondary research

There are several benefits of using secondary research, which we’ve outlined below:

• Easily and readily available data – There is an abundance of readily accessible data sources that have been pre-collected for use, in person at local libraries and online using the internet. This data is usually sorted by filters or can be exported into spreadsheet format, meaning that little technical expertise is needed to access and use the data.
• Faster research speeds – Since the data is already published and in the public arena, you don’t need to collect this information through primary research. This can make the research easier to do and faster, as you can get started with the data quickly.
• Low financial and time costs – Most secondary data sources can be accessed for free or at a small cost to the researcher, so the overall research costs are kept low. In addition, by saving on preliminary research, the time costs for the researcher are kept down as well.
• Secondary data can drive additional research actions – The insights gained can support future research activities (like conducting a follow-up survey or specifying future detailed research topics) or help add value to these activities.
• Secondary data can be useful pre-research insights – Secondary source data can provide pre-research insights and information on effects that can help resolve whether research should be conducted. It can also help highlight knowledge gaps, so subsequent research can consider this.
• Ability to scale up results – Secondary sources can include large datasets (like Census data results across several states) so research results can be scaled up quickly using large secondary data sources.

Disadvantages of secondary research

The disadvantages of secondary research are worth considering in advance of conducting research :

• Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to be updated. Also, fast-moving markets may find secondary data expires very quickly.
• Secondary research needs to be verified and interpreted – Where there’s a lot of data from one source, a researcher needs to review and analyze it. The data may need to be verified against other data sets or your hypotheses for accuracy and to ensure you’re using the right data for your research.
• The researcher has had no control over the secondary research – As the researcher has not been involved in the secondary research, invalid data can affect the results. It’s therefore vital that the methodology and controls are closely reviewed so that the data is collected in a systematic and error-free way.
• Secondary research data is not exclusive – As data sets are commonly available, there is no exclusivity and many researchers can use the same data. This can be problematic where researchers want to have exclusive rights over the research results and risk duplication of research in the future.

When do we conduct secondary research?

Now that you know the basics of secondary research, when do researchers normally conduct secondary research?

It’s often used at the beginning of research, when the researcher is trying to understand the current landscape . In addition, if the research area is new to the researcher, it can form crucial background context to help them understand what information exists already. This can plug knowledge gaps, supplement the researcher’s own learning or add to the research.

Secondary research can also be used in conjunction with primary research. Secondary research can become the formative research that helps pinpoint where further primary research is needed to find out specific information. It can also support or verify the findings from primary research.

You can use secondary research where high levels of control aren’t needed by the researcher, but a lot of knowledge on a topic is required from different angles.

Secondary research should not be used in place of primary research as both are very different and are used for various circumstances.

Questions to ask before conducting secondary research

Before you start your secondary research, ask yourself these questions:

• Is there similar internal data that we have created for a similar area in the past?

If your organization has past research, it’s best to review this work before starting a new project. The older work may provide you with the answers, and give you a starting dataset and context of how your organization approached the research before. However, be mindful that the work is probably out of date and view it with that note in mind. Read through and look for where this helps your research goals or where more work is needed.

• What am I trying to achieve with this research?

When you have clear goals, and understand what you need to achieve, you can look for the perfect type of secondary or primary research to support the aims. Different secondary research data will provide you with different information – for example, looking at news stories to tell you a breakdown of your market’s buying patterns won’t be as useful as internal or external data e-commerce and sales data sources.

• How credible will my research be?

If you are looking for credibility, you want to consider how accurate the research results will need to be, and if you can sacrifice credibility for speed by using secondary sources to get you started. Bear in mind which sources you choose — low-credibility data sites, like political party websites that are highly biased to favor their own party, would skew your results.

• What is the date of the secondary research?

When you’re looking to conduct research, you want the results to be as useful as possible , so using data that is 10 years old won’t be as accurate as using data that was created a year ago. Since a lot can change in a few years, note the date of your research and look for earlier data sets that can tell you a more recent picture of results. One caveat to this is using data collected over a long-term period for comparisons with earlier periods, which can tell you about the rate and direction of change.

• Can the data sources be verified? Does the information you have check out?

If you can’t verify the data by looking at the research methodology, speaking to the original team or cross-checking the facts with other research, it could be hard to be sure that the data is accurate. Think about whether you can use another source, or if it’s worth doing some supplementary primary research to replicate and verify results to help with this issue.

We created a front-to-back guide on conducting market research, The ultimate guide to conducting market research , so you can understand the research journey with confidence.

In it, you’ll learn more about:

• What effective market research looks like
• The use cases for market research
• The most important steps to conducting market research
• And how to take action on your research findings

Download the free guide for a clearer view on secondary research and other key research types for your business.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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What is Desk Research? Definition & Useful Tools

Desk research typically serves as a starting point for design projects, providing designers with the knowledge to guide their approach and help them make informed design choices.

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What is Desk Research?

Desk research (secondary research or literature review) refers to gathering and analyzing existing data from various sources to inform design decisions for UX projects. It’s usually the first step in a design project as it’s cost-effective and informs where teams may need to dig deeper.

This data can come from published materials, academic papers, industry reports, online resources, and other third-party data sources. UX designers or researchers use this information to supplement data, learn about certain markets/user groups, explore industry trends, understand specific topics, or navigate design challenges.

The importance of desk research in the design process

Desk research gives designers a comprehensive understanding of the context, users, and existing solutions. It allows designers to gather valuable insights without conducting primary research which can be time-consuming and resource-intensive.

Desk research helps designers better understand the problem space, explore best practices and industry trends , and identify potential design opportunities without reinventing the wheel while learning from others’ mistakes.

Primary Research vs. Secondary Research

• Primary research: new and original data from first-hand sources collected by the team, such as questionnaires, interviews, field research, or experiments, specifically for a particular research project.
• Secondary research: utilizing existing data sets and information that others have collected, including books, articles, reports, and databases.

Primary and secondary research complement each other in comprehensively understanding a topic or problem. While primary research provides new first-party data specifically for a project’s goals , secondary data leverages existing knowledge and resources to gain insights.

What is the Purpose of Desk Research?

Understanding the problem or design challenge

Desk research helps designers comprehensively understand the problem or design challenge. By reviewing existing knowledge and information, designers can grasp the context, identify pain points, and define the scope of their design project.

For example, when tasked with designing a new mobile banking app, desk research can provide insights into user preferences, common challenges in the banking industry, and emerging trends in mobile banking.

Gathering background information

Desk research allows designers to gather background information related to their design project. It helps them explore the domain, industry, target audience, and relevant factors that may influence their design decisions. 

For example, when designing a fitness-tracking app, desk research may involve collecting information about fitness activities, wearable technologies, and health guidelines.

Exploring existing solutions and best practices

Desk research enables designers to explore existing solutions and best practices. By studying successful designs, case studies, and industry standards, designers can learn from previous approaches and incorporate proven techniques.

For example, when creating a website’s navigation menu , desk research can involve analyzing navigation patterns used by popular websites to ensure an intuitive user experience.

Identifying trends and patterns

Desk research helps designers identify trends and patterns within the industry or user behavior. Designers examine market reports, user surveys, and industry publications to identify trends, emerging technologies, and user preferences.

For example, when designing a smart home app, desk research can involve analyzing market trends in connected devices and user expectations for seamless integration.

Informing decision-making and design choices

Desk research provides designers valuable insights that inform their decision-making and design choices. It helps designers make informed design decisions based on existing knowledge, data, and research findings.

For example, when selecting a color palette for a brand’s website, desk research can involve studying color psychology, cultural associations, and industry trends to ensure the chosen colors align with the brand’s values and resonate with the target audience.

Secondary Research Methods and Techniques

Researchers use these methods individually or in combination, depending on the specific design project and research objectives. They select and adapt these based on the nature of the problem, available resources, and desired outcomes.

• Literature review : gathers and analyzes relevant data from academic and research publications, government agencies, educational institutions, books, articles, and online resources (i.e., Google Scholar, social media, etc.). It helps designers gain a deeper understanding of existing knowledge, theories, and perspectives on the subject matter.
• Market research : studying and analyzing market reports, industry trends, consumer behavior, and demographic data. It provides valuable insights into the target market, user preferences, emerging trends, and potential opportunities for design solutions.
• Competitor analysis : examines and evaluates the products, services, and strategies of competitors in the market. By studying competitors’ strengths, weaknesses, and unique selling points, designers can identify gaps, potential areas for improvement, and opportunities to differentiate their designs.
• User research analysis : User research analysis involves reviewing and analyzing data collected from various user research methods, such as surveys, interviews, and usability testing. It helps designers gain insights into user needs, preferences, pain points, and behaviors, which inform the design decisions and enhance the user-centeredness of the final product.
• Data analysis : processing and interpreting quantitative and qualitative data from various sources, such as surveys, analytics, and user feedback. It helps designers identify patterns, trends, and correlations in the data, which can guide decision-making and inform design choices.

How to Conduct Desk Research

Defining research objectives and questions

Start by defining the research objectives and formulating specific research questions. A clear goal will inform the type and method of secondary research.

For example, if you’re designing a mobile app for fitness tracking, your research objective might be to understand user preferences for workout-tracking features. Your research question could be: “What are the most commonly used workout tracking features in popular fitness apps?”

Identifying and selecting reliable sources

Identify relevant and reliable sources of information that align with your research objectives. These sources include academic journals, industry reports, reputable websites, and case studies.

For example, you might refer to academic journals and industry reports on fitness technology trends and user behavior to gather reliable insights for your research.

Collecting and analyzing relevant information

Collect information from the selected sources and carefully analyze it to extract key insights. 

For example, you could collect data on user preferences for workout-tracking features by reviewing user reviews of existing fitness apps, analyzing market research reports, and studying user surveys conducted by fitness-related organizations.

Organizing and synthesizing findings

Organize the research data and synthesize the findings to identify common themes, patterns, and trends.

For example, you might categorize the collected data based on different workout tracking features, identify the most frequently mentioned features, and analyze user feedback to understand the reasons behind their preferences.

Limitations and Considerations of Secondary Research

Considering these desk research limitations and considerations allows designers to approach it with a critical mindset, apply appropriate methodologies to address potential biases, and supplement it with other research methods when necessary.

• Potential bias in sources: Desk research heavily relies on existing information, which may come from biased or unreliable sources. It is essential to critically evaluate the credibility and objectivity of the sources used to minimize the risk of incorporating biased information into the research findings.
• Limited access to certain information: Desk research may have limitations in accessing certain types of information, such as proprietary data or sensitive industry insights. This limited access can restrict the depth of the research and may require designers to rely on alternative sources or approaches to fill the gaps.
• Lack of real-time data: Desk research uses existing data and information, which may not always reflect the most up-to-date or current trends. It is essential to consider the data’s publication date and recognize that certain aspects of the research may require complementary methods, such as user research or market surveys, to capture real-time insights.
• Necessary cross-referencing and triangulation: Given the potential limitations and biases in individual sources, it is crucial to cross-reference information from multiple sources and employ triangulation techniques. This due diligence helps validate the findings and ensures a more comprehensive and accurate understanding of the subject matter.

Test Research Findings With UXPin’s Interactive Prototypes

Secondary research is the first step. Design teams must test and validate ideas with end-users using prototypes. With UXPin’s built-in design libraries , designers can build fully functioning prototypes using patterns and components from leading design systems, including Material Design, iOS, Bootstrap, and Foundation.

UXPin’s prototypes allow usability participants and stakeholders to interact with user interfaces and features like they would the final product, giving design teams high-quality insights to iterate and improve efficiency with better results.

These four key features set UXPin apart from traditional image-based design tools :

• States : create multiple states for a single UI element and design complex interactive components like dropdown menus , tab menus , navigational drawers , and more .
• Variables : create personalized, dynamic prototype experiences by capturing data from user inputs and using it throughout the prototype–like a personalized welcome message or email confirmation.
• Expressions : Javascript-like functions to create complex components and advanced functionality–no code required!
• Conditional Interactions : create if-then and if-else conditions based on user interactions to create dynamic prototypes with multiple outcomes to replicate the final product experience accurately.

Gain valuable insights with fully functioning prototypes to validate UX research hypotheses and make better design decisions. Sign up for a free trial to build your first interactive prototype with UXPin.

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Desk research: the what, why and how

The “where” (at your desk) and the “when” (at the beginning of your project) are easy questions to answer. But what is it, why do you need to to do it, and how should you go about doing desk research to make sure it adds value to your project? —  David Travis , Jan 4, 2016

By David Travis Jan 4, 2016 / strategy

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What is desk research?

Desk research is another name for secondary research. Broadly speaking, there are two types of research activity: primary research (where you go out and discover stuff yourself); and secondary research (where you review what other people have done). Desk research is not about collecting data. Instead, your role as a user researcher carrying out desk research is to review previous research findings to gain a broad understanding of the field.

Why do desk research?

Before carrying out a field visit, developing a prototype, running a usability test, or embarking on any project that you want to be user centred, it makes sense to see what people have done in the past that relates to the product’s domain. Although it’s unlikely that anyone has carried out the exact research activity you’re planning, someone has almost certainly tried to answer related questions. Reviewing this research is the quickest and cheapest way to understand the domain.

Carrying out desk research is a critical first step, for at least three reasons:

• If you don’t know what has gone before, you won’t know when you’ve discovered something new.
• You’ll sound credible when you get face-to-face with users and stakeholders. If you’ve not done this “due diligence”, you’ll ask dumb or irrelevant questions and may find your participants cut your sessions short.
• Failing to do preparatory research is disrespectful of your participants’ time. You may get less than an hour with a user of your system. Do you really want to waste half that time understanding the domain issues that you could have covered elsewhere?

How do you approach desk research?

At this point, I’ve had many user researchers tell me that they’re working on a bleeding edge design project so there isn’t any desk research to do. There’s a common misconception that no research exists.

In my experience, there is almost always something you can build upon. Here’s an approach I take to go about finding it. It helps me stay focussed but also makes sure that I remember to check all the possible nooks and crannies where relevant research findings may be hiding.

A Venn diagram showing users, goals and environments. Where these three overlap is the sweet spot for user research.

The Venn diagram describes the context of use: your users, their goals and the environments where the action occurs. The best kind of research is where all three of these dimensions overlap: field visits that focus on your users trying to achieve their goals in context. This kind of research is so specific and relevant to your project that it may be hard to find, so don’t get discouraged if you can’t turn anything up in this area.

This set of Venn diagrams shows that research into the overlap between users and goals, environments and goals and users and envrionments can also yield useful insights.

But there is potentially useful research in the other areas of overlap on our Venn diagram. This falls into three broad areas:

• Research about your users and their goals, but that was not carried out in context. This kind of research will take the form of surveys, customer interviews and focus groups.
• Research that addresses the goals your system will support and the environment it will be used in, but doesn’t tell us much about users. Examples include call centre or web analytics.
• Research that uncovers information about your users in their environment, but that may not address the goals that your system will support. This will take the form of field research by teams who are designing a product for the same kinds of user but to meet different needs.

The most likely place you’ll find this kind of research is within your own organisation. But you need to be prepared to dig. This is because research findings, especially on agile projects, are often treated as throw-away by-products that apply to a specific project. The findings aren’t shared outside the design team but typically make a fleeting appearance on a research wall or end up buried in someone’s email inbox. Even when research findings are written down, and even when the report is archived somewhere, people typically don’t know how to go about finding it. Organisations are generally poor at creating a shared repository of knowledge and rarely teach staff how to use the intranet or where past reports might be located. The result of these obstacles is that companies waste time and money either doing research that already exists or asking the wrong research questions.

So within your organisation, you should:

• Talk to your stakeholders. Get to know the product owner and understand their goals, vision and concerns.
• Examine call centre analytics or web analytics (if there is an existing service).
• Talk to front line, customer facing people who currently interact with users.

In almost every project, you'll find some research that exists into users, goals and environments. This may not be directly relevant to your specific research questions but it will help you become knowledgeable about the domain.

Once you’ve covered the areas of overlap, your next step is to look for more generic information about your users, the environment in which they’ll use the system, and the kinds of goals your system will support.

• What research has been done with your users, even if it’s not directly relevant to their goals when using your system?
• What research has been done on the kind of goals your system will support, even if the research has been done with a different user group?
• What research exists on the kinds of environment where you expect your system to be used (environment means hardware, software and the physical and social environments in which your system will be used).

In this step, you’ll find it useful to:

• Review existing research done by Government organisations.'In the UK, the Office for National Statistics has a wealth of information about citizens that may be useful to understand your users, such as demographics about Internet users , consumer trends and facts about online retail sales in the UK
• Review research carried out by relevant charities. For example, if you’re developing a new kind of tool to help diabetics measure their sugar levels, you should bookmark the research done by Diabetes UK . Web sites like Charity Choice allow you to browse through and locate hundreds of different charitable organisations so you’re bound to find at least one that’s relevant.
• Search Google Scholar to find relevant research carried out by universities. Although you may struggle to appreciate the nuances of certain academic arguments, you could always use this route to find the researcher’s contact details and give them a call.
• If your system will be used in a work context, study interviews at careers web sites. For example, The Guardian's careers section has interviews with people working as tattoo artists , forensic scientists , and as a royal footman so the chances are that you'll be able to get some context for whatever job title your system is aimed at. You should also check the Guardian's " What I'm Really Thinking " series.

Judging the quality of the research you find

Judging the quality of research is a whole article in itself. Fortunately, Philip Hodgson’s guidelines for reviewing consumer research reports has it covered.

There’s just one thing I’d add to Philip’s guidelines. Beware of dismissing research just because it was done a few years ago. People new to research often make the mistake of viewing research reports like so many yogurts in a fridge where the sell-by dates have expired. Just because it was done a couple of years ago, don’t think it’s no longer relevant. The best research tends to focus on human behaviour, and that tends to change very slowly.

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About the author

Dr. David Travis ( @userfocus ) has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on user experience including Think Like a UX Researcher . If you like his articles, you might enjoy his free online user experience course .

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• Guidelines for reviewing consumer research reports
• Is Consumer Research Losing Its Focus?
• What user researchers can learn from Sherlock Holmes
• You have 19 days to define your research problem
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How to Do Desk Research in 5 Simple Steps

Before you launch a product, you should get answers to several questions. The first and, we believe, most important one is to define the overall market situation and take a closer look at the potential customer. Mastering how to do desk research is a suitable, cost-effective way to get information for making data-driven decisions.

In this article, we’re going to highlight some essential tools for conducting desk research and defining user groups.

What is desk research?

Desk research (also called secondary research) is a research method that involves using existing data. This technique will allow you to get the first idea of your market and users “from your desk.”

Secondary research includes already published materials in reports, articles, or similar documents. We also recommend using software tools that can help you become more familiar with your users (you can find some of them below).

This method is much more cost-efficient than primary research and requests less time for conducting it. Still, a lot of analysis work should be done, and the result is really helpful. The best way is to mix qualitative user research and desk research. It’ll help you fit into your timelines and budgets.

Primary vs. secondary research

Since we’ve just mentioned primary research, let’s see what it is and how it differs from secondary desk research.

Primary research refers to the process of gathering firsthand data directly from the source, be it customers or prospects. This approach takes more time and effort than desk research, but you get the latest and most detailed information.

The most common primary research methods include the following:

• interviews;
• questionnaires;
• competitor reviews;
• focus groups;
• market mapping.

Secondary research , or desk research, involves analyzing existing data and information collected by someone else or for another project or research purpose. It’s often the starting point for market research, providing foundational knowledge from pre-existing data. This method is quicker and easier than primary research, but the information you get might be older or less specific.

The desk research methods include gathering data from the following sources:

• government databases;
• academic journals;
• social media.

While both research methodologies are helpful, you may be wondering when to use each. 

Go for primary research when you:

• need up-to-date information not readily available;
• study specific questions or problems not addressed in existing research;
• require in-depth info directly from your target audience;
• aim to test new ideas.

Desk research often paves the way for primary research. Chose this approach when you:

• need a basic overview of a topic or industry;
• want to get a background knowledge and context;
• aim to study existing trends and statistics;
• want to compare different perspectives on the same topic;
• seek to save time and resources.

Need help with desk research ?

Pros and cons of desk research

Desk research is a valuable tool for any researcher. But, like any tool, it has its strengths and weaknesses. 

Pros of desk research

Using desk research methods is highly beneficial. Here are just several reasons for that:

• Budget-friendly. Compared to primary research, desk research is more cost-efficient. You’re using existing information at low to no cost instead of generating it yourself.
• Fast. Desk research lets you access data and reports instantly, offering quick insights without lengthy data collection.
• Scalable. Desk research allows you to cover vast amounts of data.
• Readily available data. Data for desk research is readily available online, and you can access it anytime.
• Insightful. With careful searching, you can find helpful reports, studies, and expert opinions that provide valuable perspectives on your topic.

Cons of desk research

Despite the advantages, desk research comes with its cons. Here’s what to prepare for:

• Outdated data. Data for desk research can quickly become outdated, so verifying its relevance is a must.
• Limited control. You’re relying on someone else’s data, meaning you can’t control its methodology or accuracy.
• Minimal exclusivity. Desk research findings are readily available to others, therefore they’re not exclusive to your unique project.
• Verification complexities. Verifying data sources and interpreting information can be time-consuming.

Types of internal and external data sources

Desk research is a way to gather insights literally without leaving your desk. But where do you find the necessary info? Let’s look at the secondary data sources available to you:

Internal data sources

Your company is already a goldmine of information. So before jumping into other types of desk research, consider digging into internal resources:

• Historical campaigns and sales. Review past campaigns, website traffic insights, sales conversions, and other relevant data.
• Product analytics. Dive into product analytics to learn more about different customer segments , user behavior, engagement patterns, performance metrics, and user flows.
• Internal research. Use existing internal research reports and studies (if any) and get insights from them.

External data sources

Besides studying your company information, there are plenty of external resources to explore. Look into the following examples of secondary data:

• Internet. Access any type of resources through the web.
• Commercial resources. Industry reports or market research studies by third-party firms can offer data specific to your topic.
• Trade associations. Use reports and resources from trade associations, for example, the Directory of Associations , the National Trade and Professional Associations Directory , or the Encyclopedia of Associations .
• Industry experts. Connect with industry thought leaders and analysts.
• Research associations. Access independent research papers and industry publications.
• Media. Monitor news, press releases, magazine articles, and TV and radio content to get information on your topic.
• Market research software. Leverage specialized software platforms that offer advanced analytics, reports, or access to industry data.
• Government data. Use statistics and reports from government agencies like the US Census Bureau , US Government Publishing Office , US Small Business Administration , and so on.
• Local government data. Get market data, demographic info, and employment trends through local gov websites.
• Public libraries. Access library databases through the Digital Public Library of America or the National Archives in the UK.
• Competitors. Study competitor websites, press releases, mailing lists, online reviews, and social media activity.
• Educational resources. Analyze academic research papers and journals relevant to your topic.

Examples of desk research

Let’s now explore some examples of design projects leveraging desk research:

Analyzing dreams with Sleepify

The creator of the Sleepify project sought a user-centric design for an app tracking dreams and well-being. They leveraged external desk research and competitor analysis to:

• study sleep’s impact on a person’s well-being through UCE Research and ePsychologi.pl platforms;
• discover the strengths and weaknesses of competitor apps.

The secondary research findings, along with quantitative research, were used for creating a high-fidelity prototype, ready for user testing and validation.

Keeping users fit with MYFIT

MYFIT project suggests creating a fitness app packed with workout routines, aimed to boost user engagement and retention. It is expected to be a clean, stylish, and modern fitness app designed to keep users active and motivated. The designer proposes to tackle this challenge by:

• researching user behavior and frustrations with existing apps using various methods;
• exploring why users abandon fitness apps;
• creating optimal user journeys.

Reaching personalized sales with AI

Designers aimed to explore the potential of using AI for personalized sales in the gaming industry. Their desk research targeted:

• The global market size of generative AI in business, its usage in gaming, and sales marketing.
• Industry gap. While personalization thrives in eCommerce, the gaming industry lags behind.

The insight the designers derived is that a personalized AI tool based on in-game actions, purchase history, demographics, and player data could revolutionize game sales.

Five steps to conduct desk research

As already mentioned, the reason to conduct research is to become more familiar with your users and potential customers. Your focus should be on collecting notable data and analyzing it. Here’s how to do this in five steps:

1. Determine your research topic and goal

Before even starting your research, ask yourself what you want to study and why. Outline the questions you aim to answer or the information you’re looking for. Is it to understand industry trends or handle customer journey mapping ? The more specific your question, the easier it will be to steer your research in the right direction.

2. Choose relevant secondary data sources

Go through internal and external resources relevant to your topic, making sure they are credible and objective. Make a list of resources suitable for your research topic and goals.

3. Explore existing data

Go down your resource list and find relevant data. Here’s what you can study:

Most likely, you should start with the existing text available in the public domain. What to look for? Everything! You can go through government or private companies’ reports, the original material on which these reports are based, conference proceedings, primary periodicals, official publications, and articles in newspapers and journals. 

This method of data collection is the most inexpensive and nontime-consuming way.

Document analysis is an important part of business analysis . This process includes the examination of existing documents and recordings. In some way, you are using the research that has already been completed.

The objective of this process is to track changes over the whole period. You can analyze logs, email logs, databases, web analytics, minutes of meetings, staff reports, and information logs. These are only a few examples of the sources for this type of research.

For instance, before redesigning the existing product, you have to understand the reason for the low level of purchases or numerous complaints in support. Documents and records help track the interaction between employees and customers or between your current website and customers. This is the way to make correct conclusions.

Knowing your competitors helps analyze the existing solutions and define the current problems they cover. Obviously, to share the entire experience and provide an ultimate guide for conducting competitive research, we have to write a whole new article. Here are some points to pay attention to:

• determine the products your competitors offer;
• pay attention to their sales tactics and results;
• analyze how they market their products;
• take note of their content strategies;
• look at competitors’ social media presence, strategies, and go-to platforms;
• make a SWOT analysis to learn their strengths, weaknesses, opportunities, and threats.

There are a lot of tools that may help. We’d like to share some of those that we use while conducting desk research:

• Crunchbase is a live company database, which updates constantly. This tool helps you identify upcoming marketing tendencies. For example, you can find how many companies in a specific industry are raising.
• Capterra is an intermediary between buyers and technology vendors within the software industry. Here, you can find the most comprehensive lists of products per industry, reviews, ratings, and infographics, and easily compare needed competitors.
• Serpstat is one of the top-rated SEO tools and definitely will help you outline competitor analysis just by entering your domain.
• Semrush analyzes the data for you and gives you instant recommendations on SEO, content marketing, and advertising that help you improve your online visibility in days.

4. Organize and compare your data

Gathering data is just the beginning. Now, you should organize and make sense of it. Consider using mind maps or spreadsheets to structure your data. Remove any duplications as well.

5. Analyze your data

Now that you have your data in a digestible format, analyze it for helpful insights. Check if the gathered data answers the questions you aimed to study. If not, go back to step two and find other sources of information.

Useful resources for defining your user groups

As soon as you finalize your desk research, you will most likely be able to group your users. So now it’s time to take a deeper look at them. Here are some free tools you can use to identify your user personas.

Google Analytics

If you already have launched your website, don’t forget to insert the Google Analytics tracking code. It will help you get more information about your clients. Now we’ll share which reports we suggest using:

This report shows the key age group and gender of your website visitors. To kick off the demographic report, follow the flow: Audience tab at the left menu > Demographics > Overview.

Learn more about the preferred interests of your users. As you have already opened an Age or Gender report, you can add a secondary dimension. Select ‘Affinity Category’ at the dropdown. You will see all the segments your visitors are interested in. It is helpful to identify your ideal online customers at scale.

One more good analytics tool to identify the users who are actively researching and comparing items across the Google Display Network (YouTube, paid search results via AdWords, display ads via AdSense, etc.)

This report will provide you with an overview of all the languages your users have set in their browsers and the locations where they may live. It will be useful in understanding cultural differences and will decrease effort for your marketing campaigns.

If you’re going to create a mobile app, think about which devices your guests are most likely to use to access your website. Go to Audience > Benchmarking > Devices. After that, dive deeper into Mobile Devices’ info. You will see exactly which brand of mobile devices they are using. Go to Audience > Mobile > Devices.

So, we’ve just outlined some useful data to understand your users better. Now, let’s move forward to other sources.

Facebook Insights

As almost everyone over the Internet is a social media user, it is good to use the data it represents. It will help you create more target posts and campaigns that cover your customer needs.

If you already have a customer list or just a list of users with phones or email addresses, you can use it to gain extra information about these people.

You need a list in the .csv file. In the Facebook Ads Manager, you can create a custom audience. Then Facebook Audience Insights will finish uploading the list, and you will receive a ‘Ready’ notification. At this point, you can analyze your audience.

Initially, you need to open an Audience Insights tool. You can choose an Audience you want to analyze. This tool can give you access to such data:

• age, gender, and relationship status;
• lifestyle preferences, demographics, and interests;
• education level and job title;
• Facebook pages that are likely relevant to your audience;
• top cities, countries, and languages;
• frequency of certain activities;
• device usage;
• household size and estimated household income;
• homeownership status and house market value;
• spending methods, purchase behavior, and estimated retail and online retail spending habits.

Even if you don’t have a customer list yet, you can use generic insights connected to your Business Page. You can also use software tools that provide you with potential customer emails. Take a look at these tools:

• Snov.io helps find more convertible leads, verify contacts, track your lead’s progress, and automate cold outreach.
• Hunter is a cloud-based email search solution that helps businesses find emails on company websites, verify domains, compose follow-ups, and more.

Try to pull out the most useful insights about your potential users, finalize all the gathered information, and be sure your team is aware of the user groups you are trying to reach.  

LinkedIn is one more powerful resource for collecting data. A good LinkedIn profile is a pretty ready proto persona. You can discover the user’s location, career path and goals, achievements, and daily work responsibilities. It is especially useful for B2B marketing. By the way, if you are in this segment, you can also use tools like Leadfeeder to understand which companies are visiting your website.

Now, we will break out four components that could be revealed from LinkedIn: business attributes, pain points, hangouts, and values.

They give you a deeper view of the demographics of your business page followers and visitors. What can you gather here? You can see location, job function, seniority, industry, company size. There is also data about similar companies and the comparison in analytics. It’s a great specific tool to reinforce Google Analytics.

Pay attention to the sections ‘Summary,’ ‘Skills & Endorsements,’ ‘Activity,’ and ‘Interests.’ 

In ‘Summary,’ we can get an overview of the person’s work trajectory, education, and main skills. From the ‘Skills & Endorsements’ section, we can receive data about a person’s strengths and people who endorsed their skills (who can also be useful in the research). The ‘Activity’ section is a great way to observe what the person is talking about, what they like, and comment. ‘Interests’ shows a list of the following companies and people, so it is possible to examine what engages the person.

Company Page includes information about the history, size, and career opportunities. Such pages also may have stories about employees and their quotes. The company’s job descriptions show the professional attributes required of a candidate.

After gathering all this data, you can create a direct message to increase the chances that relevant people will view it. How to do it? Open your Company Page > Click on ‘Create Post’ > Manage Post Audience: from Anyone to Targeted audience. Add some specific details about your audience.

Use LinkedIn Advanced Search to earn data about market size and the number of required companies or people. By working on the filters, you can find more insights about locations, education, seniority levels, etc.

Last thoughts

Taking market temperature and understanding your audience are the key ingredients in a way to creating a successful product. Pay attention to detail, document the whole process, and share it with your team and all the stakeholders. Help them to keep an empathic approach to your product and audience.

Have a great time conducting research. If you will need professional help with it, feel free to contact us .

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What is the desk research method?

Secondary desk research is a research method that involves collecting and analyzing information from existing sources like reports, articles, and websites. This approach is particularly valuable in the early stages of prototyping , as it helps to gather essential insights with a streamlined resource investment.

How to do UX desk research?

To do UX desk research, follow these steps:

1.Define your goals and research questions,

2.Choose secondary data sources like usability studies or industry reports,

3.Go through the data relevant to your research,

4.Structure and compare the gathered data,

5.Analyze the data to make necessary UX improvements.

What are examples of desk research?

What are the two types of desk research techniques?

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• What is desk research: Definition, tips & examples

Defne Çobanoğlu

Every research starts with thinking and then continues with reading. Lots of reading 🤓. It’s because you have to know what other scientists, marketers, and researchers have found on the subject so you can build on it. This is basically what desk research is. 

In this article, you will learn what secondary or desk research is and how to do it with some excellent tips and examples. Let us get started with the basic definition!

• What is desk research?

In layman’s terms, desk research is a type of research where you gather data while “ sitting at a desk .” It is another name for secondary research where the study itself is desk-based research and not experiment-based research. 

Broadly speaking, there are two types of main research types. One of them is primary research , where the researcher tries to gather data firsthand (directly from the data source). The other one is secondary research , where the researcher is going through secondary data from published books, case studies, and other quantitative research. In other words, secondary research basically equals desk research.

• Why do you need desk research?

No matter the objective of the study, desk research should always be the first step. Because previously done experimental research and explanatory research give a good starting point. If you can take advantage of the existing information, it is always constructive to see what was previously said. But that is not the only reason to use this research method. So here are the advantages of desk research:

✅Insightfulness

It would be foolish of you to just jump into the middle of research without doing any research beforehand. A researcher who collects data before going along with their plan will gather substantial information and continue with their plan with this obtained insightfulness.

✅Time efficiency

Conducting a full-on study from start to finish is quite time-consuming. However, secondary data is right there waiting to be inspected. Thanks to that, the data collection is very quick.

✅Availability

As mentioned above, the secondary data collection sources are available on many platforms. They can be found in libraries, databases, online sources, booklets, and many more.

✅Cost-effectiveness

In addition to the other advantages, doing desk research is very cheap, too. So long as you can access a library or have an internet connection, you can gather the appropriate data without a cost.

The benefits of desk research

• How to do desk research

The best approach to any research is a systematic one. That is why you should always have a plan or outline you will follow during your research. And we have gathered this step-by-step plan to guide you on your desk research. You can use it as is or build on these steps.

• Identify the topic: The first thing is to identify the research topic clearly to make sure you know what you want to know.. (You can change the topic as you explore the concept further.)
• Find research sources: Secondly, go on and identify the research sources.
• Collect data: Afterward, you can start collecting data from these sources. Go through every option to gather as much information as possible.
• Combine everything: Combine all that you gathered and compare it with the other information you collected. Make sure there are no contradictions.
• Make an informed analysis: The last step is to try to see if the findings answer the research topic well enough or not. If not, you can change the question or repeat the process. If you are satisfied with the findings you can decide if you want to continue with exploratory research methods to further your findings.

5 Steps to conduct a desk research

• Expert tips for desk research

Even the simplest task is best done by following a structured plan and organization. In addition to this, if you are planning to start your desk research, you should mind these smart tips to guide you in your way:

• Make sure the data you collect is not outdated .
• Take systematic notes while going through the sources so as not to get mixed up.
• Be critical and analytical and question your findings to make sure there are no contradictions.
• Do not limit yourself to just a few sources. It is better to make use of all options .
• Do not be biased. Stay open-minded . If you limit yourself to only a number of sources, your findings will be more than likely, insufficient. You should broaden your perspective by looking into various sides and frames.
• You can change course according to your findings. Do not feel limited to a frame. 
• You can combine and support your findings with some primary research techniques such as surveys, interviews, or observations.
• Applications of desk research

Now, we know how to do desk research, what to have in mind, and its advantages. But on what occasions can you use this type of research? Let us see some examples of desk research.

1. Doing market research on a subject

When you want information on the latest fashion trends and clothing preferences of teenagers, it is best to consult appropriate data. You can read through magazines, fashion articles, fashion brand reports, and so on. Worth the data you obtain, you can build your fashion brand or create an eye-catching ad.

2. When you have an academic approach

Let us say you are a scholar who specializes in second language acquisition in children in a bilingual household. You can check out available online academic sources such as Google Scholar, ResearchGate, Wiley Online Library, or Library Genesis. There, you can find previously done studies, articles, and statistics.  

3. Getting a general idea of a specific group of people

Let us say you will work with or around university students aged 18-28, and you want to know more about their behaviors and preferences to make informed decisions. You can use sources such as textbooks, news articles, reviews, journal entries, and previously done interviews and surveys. 

• Frequently asked questions about desk research

What are the common resources for desk research?

The sources for desk research are limitless. Because they are basically every study conducted on the research topic. As long as they are organized, tangible, and objective , there is no problem using them. Some appropriate resources for desk research are:

• Published books
• Case studies
• Directories
• Company financial data
• Government statistics
• Commercial publications

When is desk research not reliable?

You may go through the relevant sources all you want, but if you fail to make sure the data is accurate, this can disrupt your project. There are some instances where desk research is not reliable and usable. For example, you can not use information that is outdated, biased, insufficient, irrelevant, or inaccurate .

Desk research vs. Empirical research

Empirical research is based on observation as directly experienced by the researcher. And even though secondary research backs up the theory part, empirical data is a primary research method . In desk research, the researcher goes through existing sources; therefore, desk research is a secondary research method.

Desk research vs. Primary research

Desk research is also known as secondary research and it involves collecting data from secondary sources such as published documents. And, primary research involves collecting data directly from the original sources. For example, doing experiments, observations, or interviews. 

Desk research vs. Field research

Desk research, also known as secondary research, is when data collection is completed from secondary sources such as published documents or website sources. Field research, also known as primary research, is when data collection is directly from the source about a specific subject.

In desk research you collect pre-existing information while in field research you create new knowledge via exploration.

Desk research is an essential part of any study, no matter the concept. Thanks to desk research, the researcher collects all available data to draw their own conclusions or support their research theory.

It can be done using a number of source materials from books, reports, analyses, and entries. İt is a valuable part of the study. Desk research has its own advantages, and it can be perfected with some tips as well. What's more, you can use a smart tool such as a form and survey maker tool like forms.app to help you with all your research subjects!

Defne is a content writer at forms.app. She is also a translator specializing in literary translation. Defne loves reading, writing, and translating professionally and as a hobby. Her expertise lies in survey research, research methodologies, content writing, and translation.

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Desk research.

Knowing what others have already discovered means you can contribute new, original thought to an existing knowledge base.

Reading time: 3 minutes

Start with what’s there

Where to start is one of the hardest questions to answer when researching a problem. Depending on the type of project, you’ll need to look into a variety of research types to learn what’s been done before. Understanding past research will help you to focus on where you can do new research, and how best to frame that research. 

This process is known as benchmarking. Essentially, it means doing traditional desk-based research to find out what others have discovered in the field you’re investigating. You should also look for research that supports, or does not support, items that you might already know, or think you know, about the subject.

This process both informs and gives direction to your work. If you know where others have been, you can build off of their work, and contribute to the overall knowledge in this topic through your original research.

Academic Research can help you uncover what people have already done in your topic area. Use search engines like Google Scholar or Academia.edu, and publications like the Harvard Business Review, the Stanford Social Innovation Review, and the MIT Technology Review to find projects related to your subject. Read the abstracts of articles that sound interesting, then check those papers’ bibliographies to find additional articles and works.

Statistical Research can help you properly frame your area of interest. For example, historical statistics will allow you to understand whether your problem frame should widen out or focus in. Always evaluate the source of your data to maintain data hygiene and fidelity. 

• Data hygiene refers to the quality of the data collection and interpretation. 
• Data fidelity refers to the precision with which the data has been recorded. If the data collection or interpretation is illogical or messy, move on and find better data on which to base your work.

Internal-to-Organization Research is helpful if your project relates to a program or set of programs already underway in your organization. Look at those programs to see what’s already being done. Talk to the program leaders, review their documents, and, if possible, observe them working in the field. This process will help you frame your approach to avoid duplication of work, and increase your contribution to work already in process.

External-to-Organization Research means seeking out and studying existing programs outside of your organization. Look across all sectors: private, non-profit, academic, or other government organizations. Learning what others are developing will help you frame your project in a way that builds on this work. As you notify others of your work, you will also contribute to the community of knowledge on your subject.

Organize your research

Always properly cite and document desk research sources. Follow the examples below; either print them, or take a screenshot and mark them up digitally.

Keep all your citations organized and together. Keeping track of research sources means you can quickly and easily find content that you would like to reference or cite in a final report or communication.

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What Is Desk Research And How To Do It?

When it comes to pushing out a product to market, research and usability testing raises your chances of success. We have already covered a lot of different research and testing topics , but this time we wanted to focus on one of the easiest research methods – desk research. What is it and how you can do it?

What Is Desk Research?

There’s two types of research – primary and secondary. Primary research is when you actually go out and get first-hand data and gather information “in the wild”. Secondary research, which includes desk research, is when you look at secondary data or data that’s already available . So, instead of interviewing users or doing A/B testing (primary research) you just search for and sort through everything others published that is relevant to the issue at hand. The resources you find may vary greatly from simple articles, through industry reports to complex studies done by research institutes. All those things can be done from your desk or desktop (which is why some call desk research desktop research). That’s why this particular method of research is so popular.

Why Should You Do Desk Research?

There’s a common misconception that desk research will not be of any value to you, because the project is so cutting-edge and really innovative. And while that may be true, that doesn’t mean you should just rely on primary research. The data available online may not be 100% accurate but it doesn’t mean it’s not relevant to your project. You should search for any information that can be found about the specific market your business operates on. Doing this will save you time when planning your primary research and will help you ask your users more relevant questions. That’s the number one reason people do desk research – trying to find out information that somebody already researched and published is just a waste of time.

Besides that, desk research is completely free. Sitting at your desk, looking at market research, analyzing data and making conclusions is definitely cheaper than organizing primary research activities like focus groups or 1:1 interviews. It’s kind of like preparing for a job interview – you need to first get yourself familiar with the company you’re interviewing for, their market, process, competition etc. Otherwise you will seem unprofessional. To sum up, desk research is free, can be done right at your desk anytime and anywhere and will get you the information necessary to be more prepared for your other research activities.

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How to carry out desk research.

Because desk research is focused on searching for existing information, people tend to get lost in the available resources. If you just search for your question in Google you will get thousands and thousands of results. And you may find that quite overwhelming. Which sources should you trust? How to use available statistics? Which research is relevant to your specific business? How to sort through this information ? Your desk-based research should fall into one of these categories: users, their goals, their environment or an overlap of two or more of those. Here’s a Venn diagram we use to help us identify which pieces of information we found will be useful:

As you can see, the diagram has three circles which overlap. Each represents something that is a contact for how the users use your product. The spot where all three (users, goals and environments) overlap is the best kind of market research. And that’s because it contains information about who uses your product in a very specific context.

However, this kind of information is very hard to obtain, especially from secondary data. You will usually need to gather primary data from field visits to get such specific information. But that doesn’t make other data not relevant. You may not find market research that lies within all those categories. But there’s definitely some research published that will get you an overview of your users and their environments or the users and their goals. Just remember, desk research is not here to replace any research activities. It’s here to help you refine your studies.

Which Kinds Of Research To Look For?

Based on the diagram above, you can see that you can search for research that falls into three areas: users and goals, users and environments as well as environments and goals. When in doubt, you can always check the diagram to see which category does a specific research piece fall into. Here’s what to look for during your desk research:

• Research that covers your users and their goals but not in the context of their environment. This type of information can be found in the form of surveys, focus groups or customer interviews. All those will get you data about the target audience and their needs. But you will not get any information about how they might use the product in their natural environment.
• Research that provides information about what goals users want to achieve and their use environment but doesn’t cover the actual users themselves. This type of information may be published as a call centre analysis or a web analysis.
• Research that has information about the users in their environment but doesn’t contain any data on their goals. This can be found in the form of market research for the same target group but different functionalities.

Resource Types To Look For

These three types of data will help you find missing spots that you can fill in later with your field research. It may be hard to find articles and studies that cover those topics, so don’t forget to look inside your company. Chances are, there’s a lot of data from previous projects that can be used to aid your efforts. Another great resource are government websites and research institutes. They often publish a lot of different research papers, so finding the one most useful for you may take some time. But the quality of market research from those sources is top-notch! Also, when you search for data, opt for using Google Scholar. It’s a specific section of Google that you can use to find scientific, data-based research and academic papers. If you narrow your search it will be much easier to find relevant information.

If you’re looking for an experienced team to help you research your business idea – contact us and let’s set up a research plan together!

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Desk Research: How To Conduct Secondary Research Efficiently

Aela Contents

Aela Design

This article was originally published at Aela.io . For a better reading experience, access the original version .

If you’re already familiar with UX Design, you know how essential research is to get to know the users of a product and understand their needs.

Basically, there are two types of research: primary (where you collect information yourself by surveys, interviews, observations, etc.) and secondary (searching for data compiled from previous findings). Desk Research falls into the second category.

Keep reading to know the best practices and a step-by-step to research successfully from your own desk!

What is Desk Research?

Desk Research is a method that explores data from existing documents and previous research — secondary data — to gather information over a particular topic.

It can provide solid arguments and help you elaborate a line of thought or fight for your ideas. And to do this, Desk Research relies on data already collected from other people.

Therefore, before spending time and money on field visits, prototypes, or usability tests, it’s wise to see what the world already knows that could be relevant for you and your team.

Why should you have a Desk Research?

Desk Research should be used as a research method before starting any Product Design project. It’s always constructive to see what previous studies and experts say about a particular topic, especially if you can take advantage of the information already out there.

Secondary research has the objective of any investigation: to provide information that could support and guide decision-making.

So in terms of objectives , using Desk Research is not that different from Primary Research.

Primary and Secondary Research

Primary and Secondary Research share the same object of study but are different in their process.

Primary research is first-hand research created and tailored to meet specific needs. The source of this kind of research is the individuals or organization behind the investigation.

Additionally, primary research uses raw data, which needs to be filtered and organized in order to be analyzed and reported.

On the other hand, secondary research collects data from previous research, so it doesn’t belong to anyone.

Needless to say, primary research demands more time and money, while secondary research is cheaper and faster to gather results.

Desk Research: where to look?

Since Desk Research relies on other people’s findings, pay close attention to the sources and always run check facts.

There are all kinds of information online so we need to be diligent to filter good quality material.

Also, the internet is not the only possible source of information to carry out Desk Research. You may want to check:

• Existing products in the market;
• Your own organization records;
• Academic records;
• Government organizations;
• Relevant NGO’S.

Products in the market

An insightful resource is observing products that are already on the market.

Furthermore, evaluate the products that your own company has already launched.

Look at the concepts, interactions, and experiences these products provide.

Company records

Go through research and analysis your own company has conducted in the past.

This type of information is extremely valuable to understand ideas, opportunities, and difficulties the company has faced in the past and that can serve as a starting point for your own proposal.

Investigate further, look at the people in charge of these data, and if possible, try to talk to them directly and exchange knowledge about what they have found out, and what you intend to do.

Most of the time, internal research helps to clarify essential points, due to the fact they were applied in the same context, in the same market segment.

External Sources

External research sources are perhaps the most common and widely known. However, as we already mentioned, it’s important to understand which sources are reliable.

With that in mind, we compiled a few aspects for your consideration:

Data available from the Web

Internet is the most popular and accessible source of information there is. With just one click you can download any data or research you want.

Despite much information being available for free, that are company sites that sell information and reports.

If you’re digging the internet for free content, check reliable websites with known expertise in the field.

For example, in the case of research and data about usability, it’s common to rely on data from the Nielsen Norman Group . The consulting firm is an expert on UX, has authority and reputation in the market.

In times when the internet rules the era of information, libraries end up being underestimated. But they can be excellent sources for desk research.

Of course, recent studies will most likely be found online but there may be old interesting research published only on paper. So, apart from books, beware to check articles, papers, and research from a wide range of authors.

Don’t dismiss studies that are not recent. Even if research was carried out a couple of years ago, it can still be extremely relevant and serve to support your ideas, provide you answers, questions, or insights.

Human behavior, for example, changes very slowly, so studies that focus on that, won’t lose its “expiration date” so soon.

Academic Records

In addition to using university libraries, you can search for more specific research conducted by students or professors at the institutions.

As a general rule, educational institutions conduct a variety of primary research that can be requested and used as Desk Research by companies.

Desk Research can also rely on newspapers, magazines, and even news transmitted on TV or radio.

However, it is always important to be diligent when using this type of information because it is generally superficial and informational for the public.

Relying solely on media data can bring biased and shallow information. Nevertheless, it can be a good start for your Desk Research.

A step-by-step to Desk Research

It’s wise to consider a couple of measures to ensure the quality and efficiency of your Desk Research.

So we’ll describe a step-by-step to help you in your endeavor.

Of course, as you gain experience with this research method, you can adapt each step to make it more coherent to the way you work. But be sure to go through them.

1) Define your goal

Before starting the research, identify its purpose: What do you want to know? Which question do you need to answer?

Without a pre-determined objective, you won’t be a good judge whether the information you’re coming across is relevant or not for your project.

Establishing objectives is all about setting a clear path to the questions you want to answer; this will ground you and help you stay focused, so you don’t end up wasting precious time.

Your research objectives can revolve around:

• a number: like seeking to find five articles from different sources or collecting information from 20 user interviews;
• an assumption: here, your goal is to find arguments and information that support your hypothesis. However, make sure to also look for information that may disprove your statement.

2) Map your sources

Will you only use the internet? Or will you also go to public libraries? Are you going to talk to people in your company too?

Mapping the sources you intend to use saves time and prevents you from losing focus. At this stage, identify which sources are more likely to bring you the best results.

Remember to have a plan B, too. For example, if you can’t find all the information on websites, find out what the next trusted source you should be using.

3) Set a deadline

Working with deadlines is another strategy to maintain focus during research.

Determine whether you will invest hours, days, or a few weeks to carry out your Desk Research.

However, keep in mind that we tend to use up all the time assigned to us. So keep it a tight schedule and propose realistic deadlines to help your productivity and your research efficiency.

4) Hands-on

It’s time to carry out your research, keeping in mind: your objective, the deadline, and reliable sources.

Use whichever method you think is best to identify and gather the necessary information: summarizing, filing, highlighting, or copying.

For instance, you can put all your findings on an online whiteboard (like miro.com ).

Remember to seek different views on the same problem. Don’t fall into so-called confirmation bias, where you only collect data that confirms your assumption.

Look for information that may contradict the initial ideas to bring other perspectives that will be essential upon data analysis.

5) Analyze data

A crucial step of Desk Research is analyzing the data collected. First, carefully read the information and review all the findings. Then, go deeper into your study: compare the results of different sources and define the importance of each one.

Next, check if your research answered the questions and met the initially proposed objective.

If not, redo the research or check if the objective is coherent or needs to be changed.

In this step, you should also formalize the information in a way it’s presentable to others; you can write a report or organize your findings into a presentation.

Advantages and Disadvantages of Desk Research

• Secondary Research is cheaper than Primary Research. Thus, if your company does not have the budget to conduct interviews and do field observations, desk research is a good solution;
• Desk Research also has a time advantage. Compared to primary Research, secondary Research is much faster to conduct;
• The wide availability of information makes Desk Research easier to execute.

Disadvantages

• The challenge of finding reliable sources. If the research is done over the internet, it is necessary to be very careful with websites and articles you base upon;
• It’s not always possible to find reports and research that is up-to-date and include the most recent information;
• Because it is faster and cheaper, Desk Research can create the false impression that it is the best method to use. However, it is essential to understand that primary research is also relevant and has more focus and objectivity to meet the company’s needs.

Every method, or tool, has its pros and cons. Therefore, you need to assess where you are to decide if Desk Research is the right resource for your project. And, of course, it can always — and should — serve as a starting point for Primary Research.

Don’t forget to like and share if you enjoyed this content! This small gesture helps us a lot! Feel free to continue browsing, and if you’d like to stay up-to-date, sign up for our newsletter !

Written by Aela Contents

Design, Interaction & UX.

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• Customer Relationship Management

Desk Research - Methodology and Techniques

As depicted by name Desk Research is the research technique which is mainly acquired by sitting at a desk .

Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. However, it could also be a complete waste of time and money if the researcher does not have the proper knowledge of how the research is performed.

Desk research is very effective and can be conducted in starting phase of market research as it is quite quick and cheap and most of the basic information could be easily fetched which can be used as benchmark in the research process.

There are basically two types of desk research techniques:

The main advantage here in performing internal desk research is that it involves internal and existing organizational resources to organize the collected data in such a way that it is not only efficient but also usable. Internal desk research is comparatively very cheap and effective as internal recourses are deputed and the expenditure in getting data from outside is less.

There could be two approaches for digging out the relevant information from internet, one is directly browsing the specific information from industrial, marketing or business sites and extracting the information out of these sites. Secondly, using the various search engines like www.google.com, www.yahoo.com, www.infoseek.go.com, www.altavista.com etc, for modulated searching.

The important aspect here is to refine the searching techniques in such a way that results are promising and relevant. For this it is necessary that the researcher should know the importance of the research and follow the guideline intellectually to reduce the efforts made and time consumed in searching.

Customers are the one who are considered the most informed as they are actually using products and services and are aware of the current market trends more than any other. Hence the feedback and information provided by customers is the most accurate and useful data which can be used most effectively in the further process of research.

  Related Articles

• Customer Relationship Measurement
• Market Research and CRM
• Market Research Process
• Field Research
• Data Analysis and Compilation

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Authorship/Referencing - About the Author(s)

The article is Written and Reviewed by Management Study Guide Content Team . MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider . To Know more, click on About Us . The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url.

• Origin of CRM
• Features of CRM
• Importance of CRM
• CRM and Marketing
• Misunderstandings about CRM
• Benefits and Challenges of CRM Software
• CRM (Customer Relationship Management) Software and Its Importance
• What is Customer Relationship
• Types of Customers
• Orientation of Customers
• Customer Modeling
• Customer Profiling
• Regression Scoring
• Quality of Relatiosnhip with Customers
• Need of Relatiosnhip with Customers
• Customer Relationship with Supplier
• Cost Sensitivity of Customers
• Bargaining Power of Customers
• Desk Research
• Report Preparation
• Action Plan in Report Preparation
• Strategic CRM
• Operational CRM
• Analytical CRM
• Collaborative CRM
• Customer’s Response - Introduction
• Measuring Customer Response
• Medium of Customer Responses
• Qualities of a Good Response
• Response in Consumer Sector
• Response in Core Sector
• Customer Acquisition - Introduction
• Customer Life Cycle
• Customer Acquisition Cost
• Measuring Acquisition Equity
• Customer Loyalty - Introduction
• Customer Loyalty & Satisfaction
• Drivers of Customer Loyalty
• Customer Loyalty Breakers
• Tracking Customer Loyalty
• Increasing Customer Loyalty
• Customer Satisfaction
• Why Dissatisfaction in Customers
• Measuring Customer Satisfaction
• Methods of Measuring Satisfaction
• Factors affecting Customer Satisfaction
• Customer Retention - Introduction
• Customer Retention Strategy
• Determinants of Customer Retention
• Methods/Tools for Customer Retention
• Myths about Customer Retention
• Benefits of Cloud CRM for Small Businesses
• Practical Tips for Effectively Implementing Salesforce

Coding for Health & Finance Pioneers

How to do desk research for tech products

In this article, we will walk you through the process of conducting desk research step-by-step. You’ll learn how to find reliable sources of information and analyze them to ensure you can confidently conduct your own desk research.

This is the second in a series of blog posts designed to help startup founders better understand and plan the products they build. If you wish to learn more about market research , read our previous post.

Desk research is a method that can be utilized to gather information about literally anything, but we’ll focus on employing secondary research techniques for designing the UX of your product.

Secondary research is an excellent method to take your first steps with market analysis.

However, if you feel you need professional guidance, and are looking for a desk research company, be sure to check out our UX research services . Our specialist can conduct secondary research, as well as other types of research, tailored to your business.

HOW TO DO DESK RESEARCH?

💡 Desk research plan & example: MyVet

One more thing before we begin: if you want to learn more about the entire process of building digital products, not just secondary research methods, be sure to read our free ebook How to start a startup .

What is desk research?

What is desk research? Desk research is a market research method . You can also call it secondary or documentary research. It involves collecting and analyzing information about a subject gathered from various sources such as the Internet, newspapers, magazines, governmental reports, and others.

In contrast to primary research, where you collect data yourself, desk research focuses on using existing data (secondary data that someone has already researched before) .

Desk research is a powerful tool that can help us understand significant market trends, identify key competitors, and learn about customer buying habits. Secondary research can also help identify potential opportunities and risks when entering a new product category. Finally, it’s a great method of user research, when you need to get initial, basic information about your potential customers.

When conducting documentary research, you want to analyze:

• available statistics and reports—to get an overview of patterns and trends;
• forum threads and users’ comments—to understand customer’s paint points and opinions;
• social media content/influencer content—to, again, observe trends and popularity of specific topics.

Secondary research methods (types)

This research method can be categorized into two main types: internal desk research and external desk research.

Internal desk research. Before you look elsewhere, the best practice is to check the information already available within your organization . Internal desk research uses internal reports, data sets, and statistics gathered by your organization. All data that you have collected up to this point can be used to conclude what works and what needs to be changed to ensure your prospect’s satisfaction.

External research , on the other hand, refers to the study of information obtained from external sources (not by your organization/company).

Purpose of desk research

The goal of desk research is to provide information that could support and guide decision-making. But to be more precise, you carry out desk research to:

• recognize (at least on an introductory level) your users’ needs</span>;
• gain clarity of the business context of your project;
• better understand the problem the project (app, software) should solve</span>;
• get an idea of the terminology and language your users use .

Who does desk research involve?

Desk research isn’t limited to specific roles, but rather involves individuals across various domains who need to gather information efficiently . Here are some examples for business:

• Business (startup) founders:  Conducting secondary research helps validate ideas, understand market size, and analyze competitors before investing in primary research.
• Market researchers:  Leveraging existing data to gain preliminary insights before conducting surveys or focus groups.
• Product managers:  Gathering information about user needs, competitor offerings, and industry trends to inform product development.
• Marketing teams:  Analyzing market data to identify target audiences, understand customer preferences, and develop effective marketing campaigns.

Advantages and disadvantages of conducting desk research

Advantages of desk research.

• Secondary research is a cost-effective method of collecting data. You can analyze information that would not usually be accessible due to the prohibitive cost of conducting quantitative surveys on a nationwide population or lack of access to an audience. ;
• Desk research helps better understand your business context and competition</span>;
• You’re able to discover opportunities for product development and optimization;
• By combining relevant data from different sources, you can figure out what information is already known. Thus, you can discover new phenomena that previous research teams did not find on their own and focus solely on them;
• You can familiarize yourself with the unofficial and official terminology used for product topics . This can facilitate decision-making at the structural design and labeling stages;
• If user-generated content is analyzed, you can get a better idea of the language and vocabulary they use , but also of their needs;
• Suppose the user content is related to an existing product (these are, for example, opinions about the product on review sites). In that case, desk research can help you gain a rich source of inspiration for its improvement or development by identifying usability problems and discovering opportunities for product expansion.

Disadvantages of desk research

Desk research, also known as secondary research, is the process of gathering existing data rather than collecting it firsthand. While this can be a quick and easy way to obtain relevant information about your research topic, there are some potential disadvantages.

• First, the data you find might be unreliable, irrelevant, or outdated . This is especially true if you’re using freely available sources on the Internet.
• Second, finding specific data that answers your questions might be challenging, as the statistics, reports, etc. were created to suit somebody else’s needs .
• Finally, desk research is based on sources that are someone else’s interpretation of the data. This type of research often relies on existing theories and assumptions that may not always be applicable in a given situation . The outcomes might be biased as a result.

Comparison of primary and secondary research

You can collect information through primary or secondary research. Let’s compare these two methods.

Sources of information

To properly conduct research, it is essential to find reliable and up-to-date sources of information. Search engines can be a good starting point, but it is also crucial to check the credibility of the sources found .

Educational institutions, government organizations, and public libraries are good data sources for your research. National statistics can be found on the websites of governments or statistical agencies. Websites devoted to specific topics can also provide relevant data.

Where to collect data?

• blog posts, books, journals, and articles;
• statistics;
• previous research reports, market research reports, industry reports;
• social media, discussion forums, comments, and reviews;
• socialblade.com , Google Trends , and other analytical tools.

Research papers, market studies, and statistics

For research papers and articles, go to:

Google Scholar: a simple way to broadly search for scholarly literature

Google Scholar is a free website engine that indexes scholarly literature.

For market studies, go to:

Forrester: helps organizations grow through customer obsession

Forrester is a research and advisory company that offers services focused on customer obsession, including research, consulting, and events.

Gartner: delivering actionable, objective insight to executives and their teams

Gartner is an analytical and research company specializing in the strategic use of technology and technology management. The tool you might be particularly interested in is Insights —a collection of articles, guides, podcasts, Q&A, and webinars. After filling in the contact information blank, you can download all the content for free

For statistics, go to:

Eurostat: statistical office of the European Union

Eurostat is the statistical office of the European Union. Eurostat encourages  free  re-use of its data for non-commercial and commercial purposes. It allows users to re-use all statistical data, metadata, web pages, other dissemination tools, official publications, and other documents published on its website with minimal restrictions.

World Bank Open Data: World Bank   datasets

World Bank gathers international data based on data generated by national statistical systems and supports a number of programs to collect transnational data. It’s a vast source of relevant data containing not only global development data but also international debt statistics, demographic data, and living standards measurement studies.

All of the data found on this site are free of charge with some minimal restrictions.

Our World in Data: research and data to make progress against the world’s largest problems

Our World in Data is yet another free-of-charge data collection. The statistics here are presented in the form of articles with interactive diagrams. Thanks to that, the data is easy to comprehend and navigate through.

OECD Stats: data from across OECD’s many databases

OECD Stats includes data and metadata for OECD countries and selected non-member economies and is free of charge.

Statista: statistics portal for market data, market research and market studies

Statista calls itself a leading provider of market and consumer data. Indeed, their data collection is quite impressive. It contains over 1 million statistics and covers over 80,000 topics from 170 industries and 150 countries.

However, you can access only 7% of the English database with a free account.

Of course, these are not all statistical data sources out there. Go check your local databases. For example, for the UK that would be Office For National Statistics.

How to conduct secondary research

It’s time to see desk research in action. Here’s a desk research methodology – the 6 steps you can guide you through the process.

• Define your goals: To carry out desk research, you must first define your research problem. What do you want to achieve with desk research? What issues do you want to solve? What do you want to find out? What are your main concerns?
• Craft a research plan:  Outline your search terms,  target sources,  and timeline.  Structure ensures efficiency and avoids information overload.
• Seek reliable sources:   Prioritize credible and unbiased data that matches your problem/question. The above-mentioned sources for desk research can make a great starting point.
• Gather Your Information:  Dive into your chosen sources,  taking detailed notes and organizing findings as you go.  Utilize spreadsheets or mind maps for effective data management.
• Analyze and Interpret:  Don’t just summarize your research findings!  Identify patterns,  draw conclusions,  and assess the implications for your startup.  Connect the dots and form actionable insights. People the to research often make the mistakes of only collecting the data that confirms their preconceived notions. Don’t fall prey to confirmation bias –  look for information that can contradict the initial assumptions. 

Desk research in action. Secondary research example

To better understand what a secondary research process may look like, let’s take a look at an example of desk research for a hypothetical app MyVet.

MyVet is intended to be an innovative application that allows direct contact between pet owners and veterinarians (sending messages, scheduling appointments, making payments, buying pet food, and consulting through a photo).

The project is in the early stages of developing a product strategy, and the team is still considering the opportunities and advantages of its product.

Primary concern: are vets and clients ready to communicate this way?

• To verify the attitude of veterinarians and clients, the creators reached for data from the report   [hypothetical report title] and the article   [hypothetical article title] . Through this, they learned that both veterinarians and clients are willing to use such solutions. They also found out that clients would like the app to include access to their pets’ health logs.
• MyVet is a new project, but related solutions already exist. The research team decided to analyze customer feedback from similar apps on the App Store and Google Play . They were particularly interested in consultations through a photo. One of the most frequently raised issues was the problem of bugs occurring when taking pictures in the app. Users also lacked the ability to save photos and videos to the phone’s memory.

DOCUMENT ANALYSIS

A substantial advantage of the app is access to your pet’s health log. So the research team collected ten such paper-based pet health logs. Thanks to such analysis, the team learned what information such logs consist of and thus was able to design default settings and auto prompts.

Final thoughts

Desk (market) research is a great way to get an overview of your industry and the attitudes of your target market. It can help you verify the information and understand your competition.

However, it’s important to remember that desk research is only a starting point on your journey to creating a product people will love . But fear not! After thorough desk research, you are already well on your way to success!

Now is the time to extend your knowledge by conducting a competitor analysis to see how you stack up against the competition. The next step will be gathering all of your knowledge in a clear and concise way by using Lean Canvas.

Article author

Ewelina Lech

I research and write about fintech, digital health, & AI. With every piece of content, my goals are to transform complex topics into clear, actionable insights that everyone can understand. Especially excited about Gen Z-oriented tech (since I'm Gen Z myself, rel).

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The Beginner’s Guide to Desk Research

On objectives, deadlines, and how to structure your research and analyze what you find.

Zita Fontaine

Better Marketing

I used to work with strategic departments, where I onboarded junior analysts and held training sessions on the topic for various fields. I found that carrying out desk research properly is simple, but not easy. It seems very self-explanatory, and it seems like everyone can do it. After all, all you need is your laptop and common sense.

Well, yes. But there’s a little bit more to it. And sometimes common sense isn’t that common.

Whether you are writing an article, working on a brand strategy, trying to identify your target group’s insights, creating personas, or trying to pinpoint elements of a customer journey, you’ll need desk research to gather enough data on a particular topic to be knowledgeable about it.

I’ve created a five-step guide for those who are just starting desk research for their work, and for those who think they’re doing it right but are still open for some guidance.

There are several cases when you don’t need any desk research — we’ve all seen examples for all of these:

• If you’re writing about a personal story or an opinion about something that happened to you and the topic is your subjective…

Written by Zita Fontaine

Writer. Dreamer. Hopeless romantic. Newsletter: zita.substack.com Email me: zitafontaine (at) gmail

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What is desk research? | UX research #16

• Blog , UX research

What is desk research and in what situations can it be useful? Read our article to find out in what situations desk research can be helpful, and how to conduct it correctly to get valuable data for the project.

Desk research – table of contents:

• What is desk research?

Primary vs secondary research

How to conduct desk research, advantages and disadvantages of secondary research.

Desk research in UX research is also referred to as secondary research or as a literature review. This research method involves summarizing and compiling research findings and data already available. It includes collecting and analyzing information that already exists and is relatively easy to obtain, such as data already held by a company, published government reports, periodic market research, and information in newspapers, magazines, or the Internet.

We usually apply desk research to expand knowledge on a topic (about a product, competitors, its users, its characteristics, or behaviors) at an early stage of discovery. It can also help in answering relevant research questions.

Secondary research is the opposite method of primary research. Primary research involves generating self-reported data, while secondary research uses primary research as a source of data for analysis. Unlike primary research, which we conduct to answer the research questions posed, secondary research has been conducted by other researchers in the past (the exception may be when you apply the research that you have conducted before – such as a few years ago, on another project).

While most of the previous studies you probably carried out for purposes unrelated to your current project or product, a meticulous and thoughtful review of the literature can help you acquire relevant data and increase your knowledge in the area you are researching – which will translate into a better result and final product.

• Identify the topic and research questions

As with any other research method in the UX process, desk research requires having a specific and purposeful plan. Before you begin desk research, identify the topic you’ll focus on (e.g., user habits of e-commerce sites) and identify the research questions you want to answer (e.g., how much time do users spend on a particular subpage? What is their buying process like?).

Ensure that the topic and research question is broad enough to allow for a thorough review of available resources, yet narrow enough that you are not overwhelmed by the size and scope of the literature.

• Specify the type and scope of the review

No matter what type of secondary research and what sources you choose, remember to clearly define the scope of the research before you begin – sketch out the maximum or the minimum number of sources your review should include. Plan the time required to collect and analyze these sources.

Defining the scope in advance will help you organize your work and avoid wasting time and energy. If you are wondering what is the ideal amount of time you should spend on secondary research – it depends. It can range from a few hours to several weeks. The exact length will depend, of course, on the scope of the project, the topic, the target audience as well as the objectives.

• Find internal and external sources

Once you’ve determined your research topic and the scope of your study, it’s time to search for available sources. Naturally, they will vary depending on your subject matter. Still, it’s always worthwhile to browse through:

• Internal sources such as customer feedback and user interviews, research repositories, company databases
• External sources include books, social media, customer reviews on external sites, the Google Scholar search engine, etc.
• Topical sources , such as blogs and forums

Designers often have a spreadsheet to keep track of selected sources to note and mark important sections as well as highlight the terms they want to return to at a later stage of analysis.

• Collect and analyze data from all sources

Once you have collected valuable materials on the topic you are exploring, you can begin to examine the relationships between sources and identify key insights and conclusions. Look for trends and patterns of methods in current sources. Analyze conflicts and disagreements between sources, look for gaps in materials, and fill them by comparing data from other sources.

• Write a summary of your findings

Once you have collected and searched your sources, you can proceed to write a secondary research report. The process is similar to that of writing reports on any other type of research. A typical desk research report includes an introduction, a list of sources used, a summary of insights, a discussion of weaknesses, and recommendations for the next steps in the project. Start by introducing the topic and providing context: why the study was conducted, what you wanted to find out, what the study includes and what was left out.

Summarizing the sources, present the information common to them (they can be arranged chronologically, thematically, methodologically, or theoretically – it depends on you and the topic under study). Don’t forget to identify gaps and limitations (what was missing from the available sources? what new questions arose?). Also, outline newly emerging questions or areas for possible future research. Finally, reflect and write down how the information you found influences your next steps and design decisions.

The key advantages of conducting secondary research in the UX process include:

• Minimizing research costs (data acquisition is usually public and free)
• Time savings compared to conducting your primary research
• A quick overview of the topic under study and an in-depth look at its most important aspects
• Learning from the mistakes of other researchers and avoiding them in your research processes in the future
• Showing the context of the study
• Crossing out gaps in existing knowledge
• Justifying the need for more involved research
• Improvement of the overall reliability of future research results

A literature review will help researchers avoid the so-called “reinventing the wheel” when conducting research with limited time and resources. If we have access to and the ability to draw knowledge from other sources it is worth taking advantage of this and building on what is already known. This is an especially common method when we are researching general trends or working on a product or solution already on the market and known to users, and when we have a broadly defined audience.

Desk research, however, may not yield the expected results when our product is something new, innovative, not yet known on the market, or when it targets a very narrow niche. Then finding valuable data that is publicly available can be quite a challenge. One of the few drawbacks of secondary research is that it can prove to be time-consuming and monotonous – often digging through the available amount of materials can consume a lot of a researcher’s time, and we never have a guarantee that it will provide us with the information we are looking for and data that is valuable from a design point of view.

As you can see, desk research is yet another integral part of the UX research process. At a relatively small cost, it enables the acquisition of valuable data that can influence the next steps in the project and the final solution. Every day there is new, relevant, and sometimes even groundbreaking) data and information published that can help you in the process. Before you delve into complex journal research, card sorting, or A/B testing, start by reviewing and analyzing secondary research.

You may get surprised by how much valuable information you can find by sitting at your desk and reviewing the results of other researchers’ work. Remember, this can work both ways – so make your research results available and share them (unless a non-disclosure agreement binds you). Perhaps someone will benefit from your publications too.

If you like our content, join our busy bees community on Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, TikTok .

Author: Klaudia Kowalczyk A graphic & UX Designer which conveys into design what cannot be conveyed in words. For him, every used color, line or font has a meaning. Passionate in graphic and web design. View all posts

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Marketing91

Desk Research: Definition, Importance and Advantages

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Research is an integral part of the marketing of every business . The success of a business depends on the acceptability of the product . Research is used to understand the expectation of the target audience. The outcome of thorough research helps in developing a successful marketing plan .Research can be categorized into two broad categories, primary research and desk research or secondary research .

Read this article to learn the definition of desk research, what is desk research, the importance of desk research, reasons to conduct desk research, advantages of desk research, and steps to do desk research.

Table of Contents

Desk research can be defined as a type of market research where the information about the topic in research is available in printed form or published on the internet, in newspapers, magazines, and government reports is collected and analyzed.

What is desk research?

Desk research is a type of research that can be performed over a desk. In this type of research, a researcher finds, collects, and reviews the publicly available data about the research topic. In primary research, the researcher interacts with people and collects data firsthand using different primary research methods.

On the other hand, desk research is conducted by gathering and analyzing information available on public platforms such as internet forms, newspaper articles, magazines, market intelligence , government reports, databases, statistics, and data sets.

The desk research is also popularly known as secondary research, as in this research, the data for the analysis is not collected by involving participants. But the previously existed data is gathered and studied.  The researcher conducts research sitting behind his or her desk by collecting the previously existing data.

Many organizations prefer desk research because it helps to establish an understanding of the research topic at a very low-cost. In addition to this, the information collected from the desk research is verified by the public. Hence, the outcome of the research is reliable.

Moreover, desk research can be categorized into two categories: internal desk research and external desk research. Internal desk research is referred to as the analysis of internal reports, data sets, and organization statistics. At the same time, external desk research is applied to the study of information collected from the external sources.

Market research is an essential part of every business. A business needs to understand the product’s demand that they want to launch in the market. Research is the only method to learn about the market condition and the acceptability of the product.

Companies adopt two research methods to analyze the market condition, such as primary research and secondary research. However, conducting primary research is quite expensive and requires a lot of effort and resources.

Therefore, organizations opt for secondary research methods to learn about the field of research. Conducting desk research is a cost-effective method to establish an understanding of the area.

Advantages of desk research

Desk research is one of the essential market research that many organizations opt to learn about their investment. The following are the advantages of conducting desk research.

1. Inexpensive

The first benefit of conducting desk research is that it costs almost nothing. You need to have a desktop and internet connection to perform this type of research.

If you are new in the business world and want to start your business from scratch, then it is understood that you are low on budget to conduct primary research.

Therefore, secondary research is the best option for you to understand the market segment you want to enter and the demand for the product in the market.

2. Helpful in making well-informed decisions

Marketing plays an essential role in the success of every business. A company spends a considerable amount of money to market their product. A manager can make better decisions when they understand the field better.

The desk research allows managers to understand the demands and needs of consumers . Thus, they can create effective marketing plans for their products and services.

3. Helpful in finding new opportunities

Through desk research, a manager can learn about the business opportunities available in the market.

They can analyze the competition in the market and can position their product in such a way so that they can increase their market share .

4. It takes less time to conduct

Secondary research can be undertaken in comparatively less time than the primary research. With the help of technology and using public sources, the information can be collected in very little time.

5. Helpful in focusing the research

Many times, managers face the problem of having one focused research topic. In such a scenario, conducting primary research will be a waste of time and a waste of resources.

The companies can either hire experts in conducting secondary research or use the services of third-party organizations that help you in conducting the secondary research.

Disadvantages of desk research

1. Unreliability of data

Relying on the data collected through desk research is a little risky. The data that you are basing your research on can be outdated as government organizations don’t update their data regularly. Their statistics and database are updated once or twice a year.

2. Difficult to find specific data

Another disadvantage of desk research is that you can’t find accurate data for your research topic. Secondary research is useful to establish an understanding of the research topic, but reaching conclusions only based on the desk research outcome is not advisable.

3. No control over the participants and the methods of research

In secondary research, the data you collect or analyze is based on the research conducted by others. Therefore, as a researcher, you cannot control the research participants and the methods used by them.

Here is a video by Marketing91 on Desk Research.

Resources of desk research

The following are the sources that can be used to collect data for desk research.

1. Business libraries and databases

All large libraries have business sections where one can access the latest material in different fields of business. Many libraries also provide access to online business sources. Therefore, if you are an entrepreneur and want to do preliminary research for your business, libraries are the best source for you to conduct your desk research.

2. Local directories

Local directories are the best place to conduct desk research if you want to start a business locally and have information about your competitors.

Local directories can provide you information about your local competitors and the product and services.

3. Trade associations

The members of an industry form trade associations.

If you want to enter an industry, it will help you have connections in their trade association. Business associations provide statistics, reports, and data to their members.

4. Market research report

Market research reports contain information about a particular market segment. These reports contain information such as threats and opportunities in a specific market. Several organizations sell market research reports.

You can buy research reports to conduct desk research.

5. Newspapers and magazines

Newspapers and magazines are one of the cheapest and readily available sources. In all newspapers, there is a business section where they print business news and market.

Similarly, business magazines publish news about different industries. You can buy their latest copies and can access older copies from your local library.

Steps to conduct desk research

Carrying desk research requires skills and knowledge to scrutinize the right sources to collect data. Whether you want to write a personal story or research a business opportunity, desk research will help you do it effectively.

In this section,  you will learn about the steps you can follow to conduct effective desk research.

Step 1: Define the objective of your research

Conducting desk research will become a lot easier if you have a predefined objective for your research. If you are not sure about your research’s objective, you should list down all the questions you want to research.

Your research should be focused on finding the answers to all of these questions. Follow the logic of going from general research to reaching a precise research topic. Lastly, have a rough idea of how much information you want to collect so you will know when to move to the next step.

Step 2: Make a research plan

Now, this step might contradict your pre-notion about the desk research. Most people believe that desk research takes place without following a plan. But, trust me, having a research plan will make your research work a lot easy.

Choose a research method that you will use and the tool that you will use to collect and analyze your research data.

Step 3: Select a deadline

Having a deadline to conclude your research will make your research work fast and will save you from wasting your time procrastinating, and you will end up conducting your research in less time.

Step 4: Conduct research

Conducting desk research means collecting the data from reliable sources and analyzing them to reach conclusions. Ensure the reliability of the data source and analyze the information collected using tables and flow charts.

Step 5: Reach conclusions

Once you have collected enough information and have organized and analyzed it properly, then reaching conclusions will not be difficult for you.

Your whole effort to conduct research will be successful only if you understand the information entirely and draw conclusions from it without any confusion.

Desk research or secondary research is conducted by collecting and analyzing the data collected by other researchers. Using desk research, you can establish an understanding of your research field by spending fewer resources like time and money.

Liked this post? Check out the complete series on Market research

Related posts:

• Research Ethics – Importance and Principles of Ethics in Research
• What is Research Design? Type of Research Designs
• How to Write Research Proposal? Research Proposal Format
• 7 Key Differences between Research Method and Research Methodology
• Qualitative Research: Meaning, and Features of Qualitative Research
• Descriptive Research – Characteristics, Methods, Examples, Advantages
• Operations Research – Types, Advantages, Disadvantages
• Primary Research – Meaning, Process and Advantages
• What is Survey Research? Objectives, Sampling Process, Types and Advantages
• What is the Importance of Qualitative Research to an Organization?

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Desk Research

Desk Research is integral to any Market Intelligence and Market Research study. Also known as Secondary Research , it can help researchers understand a particular market or industry and ask intelligent questions during interviews.

Are you making the most of desk research in your business strategy? This often-overlooked method can provide a wealth of insights without needing expensive primary data collection… And it offers a cost-effective way to gather valuable data and enhance strategic decision-making.

What is Secondary Research?

Secondary Research is a technique that uses existing and publicly available data. It includes material published in research papers and other such documents. Desk research tends to be more affordable. Companies perform secondary research to assess low-cost, publicly-verified, and quick knowledge. It paves the way for primary research, helps companies analyze the external market environment, and identifies broad trends and shifts in an industry. It also gives insight into market information and regulation.

This type of research is particularly useful for obtaining a broad understanding of a market, identifying trends, and informing strategic decisions without the high costs associated with primary research methods. Desk research can address several issues, including:

• Market Analysis : Understanding the current market landscape, including key players, size, and growth trends.
• Consumer Insights : Gaining insights into consumer behavior, preferences, and demographics.
• Competitive Intelligence : Identifying competitors and analyzing their strategies, strengths, and weaknesses.
• Regulatory Environment : Understanding the legal and regulatory framework that impacts the industry.

What Are the Benefits of Desk Research for Businesses?

Desk research , or secondary research , offers numerous benefits, making it an essential tool for businesses looking to gain a competitive edge and make informed decisions. Here are some key benefits of desk research, along with actionable tips:

1. Enhanced Strategic Planning

Desk research provides businesses with comprehensive market insights crucial for strategic planning. By analyzing existing data, companies can identify market trends, understand consumer behavior, and anticipate future developments. This helps formulate effective strategies that align with market conditions.

• Actionable Tip : Review industry reports and market analyses regularly to stay updated on emerging trends. Integrate these insights into your strategic planning sessions to ensure your business remains aligned with market developments.

2. Increased Revenue

With detailed market insights, businesses can identify opportunities to enhance their products and services, meeting the needs and preferences of their target audience. This can lead to increased customer satisfaction and loyalty, driving revenue growth.

• Actionable Tip : Conduct a competitive analysis using desk research to identify gaps in the market. Use these insights to innovate and improve your offerings, creating a unique value proposition that attracts more customers.

3. Risk Reduction

Desk research helps businesses identify potential risks and challenges in the market. Companies can anticipate regulatory changes, economic fluctuations, and competitive threats by analyzing data from various sources. This allows them to develop strategies to mitigate these risks and make more informed decisions.

• Actionable Tip : Develop a risk management framework incorporating desk research findings. Regularly update this framework to reflect new data and emerging risks, ensuring your business remains resilient.

4. Improved Marketing Efficiency

Secondary research provides valuable consumer behavior and preferences insights, helping businesses create more targeted and effective marketing campaigns. By understanding what drives consumer decisions, companies can optimize their marketing efforts, improving their return on investment.

• Actionable Tip : Utilize demographic and psychographic data from desk research to segment your audience. Tailor your marketing messages to each segment to increase relevance and engagement, leading to higher conversion rates.

5. Accelerated Growth and Innovation

Access to existing research and data can inspire new ideas and innovations. Desk research allows businesses to identify gaps in the market and explore new growth opportunities.

• Actionable Tip : Use desk research to identify emerging technologies and industry innovations. Incorporate these insights into your product development processes to stay ahead of the competition and drive growth.

6. Boosted ROI

Investing in desk research can lead to a higher return on investment. Through existing data, businesses can make informed decisions that drive success without the high costs associated with primary research. This cost-effective approach ensures that companies allocate their resources efficiently.

• Actionable Tip : Prioritize desk research projects that clearly impact your business objectives. Focus on areas where secondary research can provide the most value, ensuring a higher return on investment.

7. Comprehensive Market Understanding

Desk research offers a broad overview of key players, market size, and growth trends. This comprehensive understanding helps businesses position themselves strategically and identify areas for expansion or improvement.

• Actionable Tip : Create a market intelligence report consolidating insights from various desk research sources. Update this report regularly to maintain a current understanding of the market landscape.

Who Uses Secondary Research?

Startups and small businesses often operate with limited resources and budgets. Desk research provides a cost-effective way to gather valuable market insights without the high costs associated with primary research. Established companies leverage desk research to stay competitive, identify new market opportunities, and refine their strategic plans. Large corporations can gain insights into emerging trends, consumer behavior, and competitive dynamics by analyzing existing data.

Investors and venture capitalists also use desk research to evaluate market potential and make informed investment decisions. By analyzing market trends, competitive landscapes, and regulatory environments, they can assess the viability of investment opportunities. Moreover, government agencies and non-profit organizations can use desk research to understand social, economic, and environmental trends.

When to Conduct Desk Research

Identifying the right circumstances to conduct desk or secondary research is crucial in effectively leveraging its benefits. This research method is beneficial in various scenarios in a business’s lifecycle. Here are the situations when conducting desk research is most beneficial:

• Initial Market Exploration: When exploring new markets or industries, desk research provides a cost-effective way to gain an initial understanding before investing in more detailed primary research.
• Strategic Planning: Secondary research offers valuable insights into market trends, consumer behaviors, and competitive landscapes before embarking on strategic planning processes.
• Product Development: In the early stages of product development, desk research helps identify market needs, trends, and potential customer preferences.
• Competitor Analysis: Desk research efficiently gathers information about competitors’ strategies, products, and market performance for ongoing monitoring.
• Investment and Expansion Decisions: When considering investment opportunities or planning for business expansion, secondary research provides an overview of the potential risks and rewards.
• In Response to Industry Changes: Desk research can provide timely insights into situations with significant industry shifts, such as regulatory changes or technological advancements.
• Crisis Management: In times of crisis or market upheaval, secondary research can quickly provide background information to help navigate the situation

Types of Desk Research

Desk research can be categorized into two main types: internal and external. Both types offer valuable insights but differ in their sources and applications.

1. Internal Desk Research

Internal desk research involves analyzing data already available within the organization. This data can include sales reports, customer databases, financial statements, and previous market research studies. 

Examples of Internal Desk Research Sources :

• Sales Reports : Analyze sales trends, product performance, and customer purchasing patterns.
• Customer Databases : Understand customer demographics, preferences, and behavior.
• Financial Statements : Assess the company’s financial health and performance over time.
• Previous Market Research Studies : Leverage insights from past research efforts to inform current strategies.

Actionable Tip : Review internal data regularly to identify trends and patterns that can inform strategic decisions. Ensure that data is kept up-to-date and accessible for analysis.

2. External Desk Research

External desk research involves gathering data from sources outside the organization. This can include industry reports, academic journals, government publications, news articles, and online databases. External data provides a broader perspective on the market, industry trends, and competitive landscape.

Examples of External Desk Research Sources :

• Industry Reports : Obtain insights into market size, growth trends, and key players.
• Academic Journals : Access the latest research findings and theoretical developments.
• Government Publications : Understand regulatory requirements, economic indicators, and policy changes.
• News Articles : Stay informed about recent developments, competitor activities, and industry events.
• Online Databases : Utilize comprehensive databases such as Statista, Euromonitor, and others for market data and statistics.

Actionable Tip : Develop a list of reliable external sources and regularly monitor them for new information. Cross-reference data from multiple sources to ensure accuracy and comprehensiveness.

Combining Internal and External Desk Research

Combining internal and external desk research is beneficial for a holistic understanding. This approach ensures that businesses can leverage internal insights while staying informed about external market conditions and trends.

Questions to Ask Before Conducting Desk Research

Before embarking on desk research , clarifying your objectives and gathering relevant and reliable data is essential. Here are key questions to ask before starting your desk research:

1. What specific information do you need?

Clearly define the research objectives and the specific information you need to gather. This will help narrow the focus and ensure that the research is relevant and actionable.

• Actionable Tip : Create a detailed research plan outlining the questions you want to answer and the data points you need to collect.

2. What are the most reliable sources for this information?

Identify the most credible and reliable sources for the data you need. This includes industry reports, academic journals, government publications, and reputable online databases.

• Actionable Tip : Develop a list of trusted sources and regularly review them for updated information. Verify the credibility of new sources before incorporating their data into your research.

3. How will the data be used in decision-making?

Understand how the collected data will be utilized in strategic planning and decision-making. This ensures that the research is focused on actionable insights that can drive business outcomes.

• Actionable Tip : Communicate with key stakeholders to understand their needs and expectations. Align the research objectives with the business goals and strategic priorities.

4. What are the limitations of the data sources?

Assess the potential limitations and biases of the data sources. This includes considering the publication date, geographic coverage, and the methodology used in data collection.

• Actionable Tip : Cross-reference data from multiple sources to validate findings and ensure a comprehensive market understanding. Acknowledge the limitations in your analysis and adjust your conclusions accordingly.

5. How will you ensure the accuracy and relevance of the information?

Implement measures to verify the accuracy and relevance of the data. This includes cross-checking information, reviewing the credibility of sources, and ensuring the data is current.

• Actionable Tip : Update your research regularly with the latest data and insights. Use data validation techniques to ensure the reliability of the information.

6. What is the scope and depth of the research?

Determine the scope and depth of the desk research. This includes deciding whether the research will provide a broad market overview or a detailed analysis of specific aspects.

• Actionable Tip : Define the scope and depth of the research in the planning phase. Ensure that the level of detail aligns with the research objectives and the needs of the stakeholders.

7. What is the budget and timeline for the research?

Establish a budget and timeline for the desk research. This will help manage resources effectively and ensure that the research is completed within the desired timeframe.

• Actionable Tip : Allocate sufficient time and resources for thorough desk research. Create a project timeline with key milestones and deadlines to keep the research on track.

How to Choose the Right Secondary Research Consulting Agency

Selecting the appropriate secondary research consulting agency is crucial for businesses seeking expert assistance in gathering and analyzing existing market and industry data. The right agency can provide valuable insights and save time and resources. Here are some key factors to consider when choosing a secondary research consulting agency:

• Expertise and Experience: Look for an agency with a proven track record and expertise in secondary research. Experience in your specific industry or similar projects can be a significant advantage.
• Customization and Flexibility: The agency should be able to tailor its services to your specific needs. Avoid one-size-fits-all solutions and opt for an agency that offers customized research services.
• Reputation and References: Check the agency’s reputation in the market. Look for client testimonials and case studies, and ask for references to gauge their credibility and the quality of their work.
• Confidentiality and Security: Ensure the agency has strict confidentiality and data security policies to protect sensitive information.
• After-Support and Consultation: Post-research support can be valuable. Check if the agency provides consultation or support after delivering the research findings.
• Alignment with Business Goals: Ensure the agency’s approach aligns with your business goals and objectives. The research should be actionable and relevant to your strategic needs.

Best Practices for Secondary Research

To maximize the benefits of desk research , it’s important to follow best practices that ensure the information’s accuracy, relevance, and utility. Here are some key best practices:

1. Use Reliable Sources

Ensure that the data comes from credible and authoritative sources. This includes peer-reviewed journals, official government publications, reputable industry reports, and trusted news outlets.

• Actionable Tip : Create a list of trusted sources and regularly update it. Verify the credibility of new sources before incorporating their data into your research.

2. Cross-Check Information

Validate the accuracy of the data by cross-referencing multiple sources. This helps confirm the reliability of the information and provides a more comprehensive understanding of the topic.

• Actionable Tip : Use at least three sources to cross-check key data points. This reduces the risk of relying on incorrect or biased information.

3. Stay Current

Use the most recent data to ensure relevance and accuracy. Market conditions and trends can change rapidly, so relying on outdated information can lead to inaccurate conclusions.

• Actionable Tip : Prioritize sources published within the last two to three years. Set up alerts for new publications in your area of interest to stay updated.

4. Document Sources

Keep a detailed record of all sources used, including publication dates, authors, and URLs. This ensures transparency and allows you to reference and validate the information later.

• Actionable Tip : Use citation management tools like EndNote or Zotero to organize and document your sources systematically.

5. Analyze Context

Consider the context in which the data was collected and its implications for your research. This includes understanding the methodology, geographic scope, and potential biases.

• Actionable Tip : Review the methodology section of reports and studies to understand how the data was collected. This helps assess the reliability and applicability of the findings.

6. Focus on Relevance

Ensure that the data collected is directly relevant to your research objectives. Avoid gathering excessive information that does not add value to your analysis.

• Actionable Tip : Before starting your research, define specific criteria for data relevance. Then, regularly review the collected data to ensure it aligns with your research objectives.

7. Leverage Data Visualization

Use data visualization tools to present the data in a clear and understandable format. This helps identify patterns, trends, and insights more easily.

• Actionable Tip : Use tools like Tableau, Microsoft Power BI, or Excel to create visual representations of the data, such as charts, graphs, and dashboards.

8. Integrate Findings with Primary Research

Combine secondary research with primary research to gain a more comprehensive understanding. This approach leverages the strengths of both methods and provides more robust insights.

• Actionable Tip : Use secondary research to identify gaps and formulate hypotheses. Then, conduct primary research to test these hypotheses and gather specific data.

9. Regularly Update Your Research

Market conditions and trends evolve, so keeping your research updated is important. Regularly review and refresh your data to maintain its relevance and accuracy.

• Actionable Tip : Set a schedule for periodic reviews of your research data. Update your findings with the latest information to ensure ongoing accuracy.

Evaluating the Credibility of Sources

When conducting desk research or secondary research, it is crucial to ensure that the sources of information are credible, reliable, and relevant. Here are key steps and criteria to evaluate the credibility of sources:

1. Source Authority

• Author Credentials : Check the author’s qualifications, expertise, and reputation in the field. Look for academic degrees, professional experience, and previous publications.
• Institutional Affiliation : Consider the reputation and credibility of the institution or organization that published the data. Well-known universities, research institutions, and reputable companies are generally reliable sources.

Actionable Tip : Look for author profiles or bios on the publication’s website to verify their credentials and expertise.

2. Source Accuracy

• Evidence and References : Check if the source provides evidence for its claims, including data, citations, and references to other reputable works.
• Peer Review : For academic publications, ensure the work has undergone a peer review process, which adds a layer of credibility and scrutiny.

Actionable Tip : Cross-check the information with multiple sources to verify its accuracy and consistency.

3. Source Objectivity

• Bias and Objectivity : Assess whether the source presents information objectively without obvious bias. Be cautious of sources with a clear agenda or those sponsored by organizations with vested interests.
• Balanced Perspective : Credible sources present multiple viewpoints and avoid overly sensational or one-sided arguments.

Actionable Tip : Compare the information with other sources to identify potential biases and ensure a balanced perspective.

4. Source Timeliness

• Publication Date : Check the publication date to ensure the information is current and relevant. In fast-changing industries, such as technology or healthcare, outdated information may be less useful.
• Update Frequency : Consider how frequently the source is updated. Regularly updated sources are more likely to provide current and accurate information.

Actionable Tip : Prioritize sources published within the last two to three years, especially in rapidly evolving fields.

5. Source Relevance

• Direct Relevance : Ensure the source directly addresses your research question or topic. Irrelevant information can lead to inaccurate conclusions.
• Depth of Information : Evaluate whether the source provides sufficient depth and detail to support your research objectives.

Actionable Tip : Focus on sources that -relate to your research topic and provide comprehensive information.

6. Cross-Referencing and Corroboration

• Multiple Sources : Use multiple sources to verify the information and corroborate findings. Consistent information across various credible sources increases reliability.
• Primary vs. Secondary : Consider the difference between primary sources (original data) and secondary sources (analysis and interpretation). Whenever possible, refer to primary sources for the most accurate information.

Actionable Tip : Create a matrix to compare findings from different sources and identify common patterns and discrepancies.

7. Transparency and Accountability

• Clear Methodology : Credible sources explain their research methods and data collection processes. Transparency in methodology allows for the assessment of reliability.
• Accountability : Reputable sources take responsibility for their information and provide contact details for further inquiries.

Actionable Tip : Look for sources that disclose their research methodology and offer transparency about their data sources and processes.

Expected Results from SIS International’s Utilization of Secondary Research

SIS International leverages secondary research to deliver actionable insights and drive business success. Through meticulous analysis and strategic interpretation, businesses can anticipate several key outcomes such as:

• Informed Decision-Making:  

By tapping into a vast array of secondary sources, including industry reports, academic studies, and market analyses, SIS equips clients with the information needed to make informed decisions. Whether entering new markets, launching products, or refining strategies, clients benefit from data-driven insights that mitigate risks and maximize opportunities.

• Competitive Advantage:  

SIS International l’s utilization of secondary research enables clients to gain a competitive edge by staying abreast of market trends, consumer preferences, and competitor strategies. With comprehensive insights, clients can devise strategies that resonate with target audiences and outmaneuver rivals.

• Enhanced Market Understanding:

We delve deep into secondary sources to uncover hidden patterns, identify emerging trends, and elucidate consumer behaviors. This holistic understanding empowers clients to tailor their offerings to meet evolving market demands.

• Strategic Recommendations:

Beyond raw data, SIS synthesizes findings into actionable recommendations. Through meticulous analysis and expert interpretation, our team provides clients strategic guidance that drives business growth and fosters long-term success.

• Risk Mitigation:  

In an uncertain environment, informed decision-making is instrumental in risk mitigation. By harnessing the power of secondary research, SIS helps clients identify and assess potential risks, enabling proactive measures to mitigate adverse impacts and safeguard business interests.

Primary Vs. Secondary Research

Understanding the differences between primary and secondary research is crucial for businesses to effectively utilize these methods in their market research strategies. Both types of research offer unique benefits and can complement each other to provide comprehensive market insights.

Primary Research

Primary research involves collecting new, original data directly from respondents. This data is gathered specifically for the research objectives at hand and tailored to address the specific questions and needs of the business.

• Surveys : Collecting data from a large group of respondents using structured questionnaires.
• Interviews : Conducting one-on-one or group discussions to gather in-depth insights.
• Focus Groups : Facilitating discussions among small participants to explore their perceptions and opinions.
• Experiments : Conducting controlled tests to understand cause-and-effect relationships.
• Observations : Watching and recording behaviors in a natural setting.

Advantages :

• Specificity : Data is collected to address specific research questions, providing highly relevant insights.
• Control : Researchers control the data collection process, ensuring accuracy and relevance.
• Current Data : Information is up-to-date and reflective of current market conditions.

Disadvantages :

• Costly : Primary research can be expensive due to the resources required for data collection and analysis.
• Time-Consuming : Collecting and analyzing primary data takes time, which can delay decision-making.
• Complexity : Designing and conducting primary research requires expertise and experience.

Secondary Research

Secondary research, or desk research involves analyzing data already collected by other sources. Although this data is not specifically gathered for the current research objectives, it can still provide valuable insights.

• Industry Reports : Analyzing reports published by research firms, industry associations, and market analysts.
• Academic Journals : Reviewing scholarly articles and research papers.
• Government Publications : Using data from government reports, statistics, and publications.
• News Articles : Gathering information from news outlets and media sources.
• Online Databases : Accessing data from comprehensive databases like Statista, Euromonitor, and others.
• Cost-Effective : Secondary research is generally less expensive than primary research as it uses existing data.
• Time-Efficient : Data can be gathered and analyzed quickly, allowing for faster decision-making.
• Broad Perspective : Provides a wide-ranging view of the market, industry trends, and competitive landscape.
• Relevance : Data may not be specific to the current research objectives, making it less relevant.
• Accuracy : Researchers have less control over the accuracy and reliability of the data.
• Outdated Information : Existing data may be outdated and not reflect current market conditions.

Differences in Conducting Secondary Research in Emerging Markets and Mature Markets

Secondary research in emerging markets versus mature markets presents distinct challenges and considerations due to differences in market structures, data availability, and economic conditions. Here are some key differences:

Data Availability and Reliability

• Emerging Markets are often characterized by limited reliable data availability. Sources such as government statistics, market reports, and academic studies are less comprehensive or updated less frequently.
• Mature Markets  typically have a wealth of reliable, regularly updated data from various sources like government agencies, reputable market research firms, and established academic institutions.

Market Dynamics

• Emerging Markets are marked by rapid changes, high volatility, and unpredictable consumer behavior. This dynamism can quickly make historical data outdated. Political instability and regulatory changes can also significantly impact market conditions .
• Mature Markets generally exhibit more stable and predictable market dynamics. Trends and consumer behaviors evolve slowly, making historical data more relevant for extended periods.

Infrastructure and Technological Penetration

• Emerging Markets have less developed infrastructure and lower levels of technological adoption, affecting how data is collected and analyzed.
• Mature Markets  have advanced infrastructure and higher technological penetration, providing a broader range of digital data sources, such as online consumer behavior, social media trends, and e-commerce metrics.

Economic Indicators and Metrics

• Emerging  Markets’  economic indicators may not fully capture the market’s dynamics due to the  significant informal sector and rapid changes. Alternative indicators and creative methodologies might be needed to understand the market.
• Mature Markets: Standard economic indicators and metrics generally reflect the market conditions, making conducting comparative and trend analyses easier.

Sources of Secondary Research

Secondary research draws upon diverse sources, offering researchers a wealth of information to analyze and interpret. Here are some familiar sources of secondary research:

• Academic Journals: Peer-reviewed academic journals publish scholarly articles and research findings across various disciplines. These journals provide authoritative and rigorously vetted information on various topics, making them valuable secondary research sources.
• Industry Reports: Market research firms and analysts publish comprehensive reports and analyses covering specific sectors, markets, and trends. These reports offer insights into market dynamics, consumer behaviors, competitive landscapes, and emerging opportunities, serving as valuable resources for secondary research.
• Government Publications: Government agencies produce a wealth of data and reports on topics ranging from demographics and economic indicators to health and environmental trends. Sources such as the U.S. Census Bureau, Bureau of Labor Statistics, and World Bank provide reliable and up-to-date statistics and research findings for secondary analysis.
• Trade Publications: Trade publications cater to specific industries or professions, offering insights, trends, and best practices relevant to practitioners. These publications often feature articles, case studies, and industry analyses, providing valuable secondary data for researchers.
• Company Websites and Annual Reports: Companies publish a wealth of information on their websites, including press releases, financial reports, and product descriptions. Annual reports offer detailed insights into a company’s performance, strategies, and outlook, making them valuable secondary research sources for industry analysis and competitive benchmarking.
• Online Databases: Specialized databases such as PubMed, JSTOR, and ProQuest provide access to a vast repository of academic literature, research papers, and publications across disciplines. These databases offer researchers access to various secondary sources for literature reviews and in-depth analysis.

Comparing Desk Research Across Industries

Desk research varies significantly across different industries due to the unique nature of each sector, its specific needs, and the types of data available. Here is a comparison of how desk research is applied in various industries:

1. Healthcare

Application :

• Market Trends : Analyzing industry reports and academic journals to understand emerging trends in medical technologies, treatments, and patient care practices.
• Regulatory Insights : Reviewing government publications and regulatory guidelines to ensure compliance with healthcare standards.
• Competitive Analysis : Studying competitor strategies, product launches, and innovations to stay ahead in the market.
• Helps in identifying new treatment methods and technologies.
• Ensures compliance with stringent regulatory requirements.
• Provides insights into competitive positioning and market opportunities.

2. Technology

• Innovation Tracking : Monitoring technology trends and advancements through tech publications and online databases.
• Consumer Insights : Analyzing user reviews and forums to understand consumer preferences and pain points.
• Market Analysis : Using data from industry reports to forecast market growth and identify new opportunities.
• Keeps businesses updated on rapid technological changes.
• Provides valuable consumer feedback for product improvement.
• Aids in strategic planning and market entry decisions.
• Consumer Behavior : Analyzing market reports and consumer surveys to understand shopping habits and preferences.
• Trend Analysis : Reviewing fashion and lifestyle magazines to identify emerging trends.
• Competitor Insights : Studying competitor strategies, product offerings, and marketing campaigns.
• Helps in tailoring products and services to meet consumer demands.
• Identifies emerging trends for timely product launches.
• Provides a competitive edge through strategic insights.
• Economic Indicators : Reviewing government economic reports and financial publications to understand economic trends and forecasts.
• Market Analysis : Analyzing stock market data and financial reports to assess market conditions.
• Regulatory Compliance : Keeping abreast of financial regulation and policy changes through regulatory publications.
• Provides insights into economic conditions affecting financial markets.
• Aids in investment decisions and risk management.
• Ensures compliance with financial regulations.

5. Education

• Educational Trends : Analyzing reports on educational standards, methodologies, and outcomes.
• Policy Insights : Reviewing government education policies and funding reports.
• Competitor Analysis : Studying other educational institutions’ programs and initiatives.
• Identifies best practices and emerging trends in education.
• Informs policy development and strategic planning.
• Provides competitive insights for program development.

Desk Research in Crisis Management

Desk research plays a crucial role in crisis management by providing timely and relevant information to help organizations prepare for, respond to, and recover from crises. Here’s how desk research can be effectively utilized in different stages of crisis management:

1. Preparedness

Desk research helps organizations anticipate potential crises by analyzing historical data, industry reports, and expert analyses. This proactive approach enables companies to develop contingency plans and mitigate risks.

Applications :

• Risk Assessment : Reviewing past crises within the industry to identify common triggers and impacts.
• Trend Analysis : Monitoring emerging trends and potential threats through news articles, industry reports, and government publications.
• Scenario Planning : Using secondary data to develop various crisis scenarios and corresponding response strategies.

2. Response

During a crisis, desk research provides critical real-time information that aids in effective response and decision-making. Organizations can adapt their strategies to the evolving crisis by continuously monitoring the situation.

• Situational Awareness : Gathering real-time data from news sources, social media, and official statements to understand the scope and impact of the crisis.
• Stakeholder Analysis : Identifying key stakeholders and their concerns through secondary data to tailor communication strategies.
• Resource Allocation : Reviewing previous crisis case studies to determine the most effective allocation of resources.

3. Recovery

In the recovery phase, desk research helps organizations evaluate the effectiveness of their crisis response and identify areas for improvement. It also aids in rebuilding reputation and trust with stakeholders.

• Post-Crisis Analysis : Analyzing reports and case studies of similar crises to evaluate response effectiveness and identify best practices.
• Reputation Management : Monitoring media coverage and public sentiment to assess the impact on the organization’s reputation and guide recovery efforts.
• Policy Development : Using insights from secondary research to develop policies and procedures to prevent future crises.

Opportunities in Secondary Research for Businesses

Secondary research offers a range of opportunities for businesses to enhance their strategic planning and decision-making processes. By leveraging existing data and insights, businesses can capitalize on several fronts. Here are some key opportunities that secondary research currently presents:

• Competitive Analysis: Businesses can use secondary research to gather intelligence on competitors, understand their strategies, and identify areas where they can gain a competitive advantage.
• Identification of New Business Opportunities: By analyzing market reports and industry studies, businesses can identify new growth opportunities, such as unexplored market segments or emerging consumer needs.
• Benchmarking: Businesses can use secondary data to benchmark their performance against industry standards or competitors, identifying areas for improvement.
• Global Market Understanding: Secondary research provides an understanding of global market dynamics, consumer preferences, and regulatory environments for businesses looking to expand internationally.
• Product Development and Innovation: Information on current market trends and consumer preferences can guide product development and innovation strategies.
• Informed Decision-Making: Secondary research equips business leaders with the necessary information to make more informed and strategic business decisions.

Challenges of Secondary Research for Businesses

Desk research is a valuable tool for businesses that comes with its own set of challenges. Thus, successfully navigating these challenges is key to leveraging the full benefits of secondary research. Here are some common obstacles businesses may encounter:

• Relevance and Timeliness: It is crucial to ensure relevant and up-to-date data, as outdated or irrelevant information can lead to misguided decisions.
• Data Overload: With the vast amount of information available, businesses may face the challenge of filtering through and identifying what is most pertinent to their needs.
•   Quality and Credibility of Sources: Assessing the credibility and quality of the data sources is vital since relying on unverified or biased sources can lead to inaccurate conclusions.
• Lack of Specificity: Secondary data may not always be specific to a business’s unique questions or scenarios, requiring additional primary research for tailored insights.
• Costs Associated with Paid Sources: While secondary research is generally more cost-effective than primary research, some valuable data sources, like certain market reports or databases, may have high access costs.
• Sector-Specific Challenges: Depending on the industry, specific data may be limited, hindering the depth of analysis.

Advantages and Disadvantages of Secondary Research

Future Outlook of Desk Research for Businesses

Evolving technologies, changing data landscapes, and the growing need for strategic insights will likely shape the future of desk research in the business world.

• Advanced Data Analytics Integration: Sophisticated data analytics tools and AI are expected to become more prevalent in desk research, allowing for a more profound and insightful analysis of existing data.
• Greater Emphasis on Real-Time Data: As markets and consumer behaviors change rapidly, the demand for real-time data and insights will increase, influencing how secondary research is conducted and utilized.
• Increased Digital and Online Sources: The reliance on digital and online sources for secondary research will grow, with businesses leveraging social media analytics, online consumer reviews, and digital publication archives more extensively.
• Combination with Big Data: Integrating secondary research findings with big data insights will offer a more comprehensive view of market trends, consumer behaviors, and competitive landscapes.
• Customization and Niche Focus: Customized secondary research services tailored to specific industries or business needs will likely become more popular, offering more targeted and relevant insights.
• Emergence of Specialized Research Firms: Specialized secondary research firms that cater to niche markets or specific business functions may emerge, offering expert insights and tailored analysis

How SIS International’s Services Help Businesses

SIS provides comprehensive market research and consulting services tailored to businesses’ unique needs and objectives across industries. Through a strategic blend of primary and secondary research methodologies, we deliver actionable insights and strategic guidance to drive business growth and success.

Market Entry Feasibility and Sizing Studies: SIS assists businesses in evaluating market entry opportunities by conducting in-depth feasibility and sizing studies. By leveraging secondary research to analyze market dynamics, competitive landscapes, and consumer behaviors, our team helps businesses assess the viability and potential risks of entering new markets.

Strategy Consulting: SIS International offers strategic consulting services to help businesses formulate and implement winning strategies. Through a combination of secondary research, market analysis, and industry expertise, we provide clients with strategic recommendations and actionable insights to capitalize on market opportunities, overcome challenges, and achieve sustainable growth.

Market Intelligence and Competitive Analysis: SIS delivers comprehensive market intelligence and competitive analysis services to help businesses stay ahead. Through rigorous secondary research and competitive benchmarking, SIS International provides clients valuable insights into competitor strategies, market trends, and emerging opportunities, enabling informed decision-making and strategic positioning.

Customized Solutions: SIS International offers customized research solutions for specific challenges and objectives. Whether it’s conducting industry studies, market segmentation analyses, or customer satisfaction surveys, our experts collaborate closely with clients to design research initiatives that deliver actionable insights and drive tangible results.

About SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Contact us for your next Market Research project.

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Large Animal Research Station Gift Shop & Tour Guides

• Fairbanks, Alaska, United States
• Closing on: Jun 30 2025
• Temporary Staff Grade 73
• UAF Vice Chancellor for Research

The R.G. White Large Animal Research Station (LARS) has a broad mission to support research, education, and outreach on Alaskan animals. We support the interests and activities of UAF researchers and also serve scientists from other institutions and organizations in the United States and from around the world. Our animals are maintained for a wide variety of research and educational projects including reproduction, nutrition, energetics, and behavior.

To thrive in this position, you should enjoy working with people, and have enthusiasm for Alaskan megafauna and science, and enjoy conveying information about these things to groups of people in a polite, informative, and enthusiastic manner. You can expect to work in all weather–sun, snow, ice, rain, extreme temperatures, mosquitoes and occasionally smoke. Our gift shop is an open air building. You should also be comfortable in a small retail space.

Minimum Qualifications:

GED or Highschool Diploma Experience and comfort with public speaking Valid Driver's license or the ability to obtain one Reliable transportation

Position Details:

This position is located on the Troth Yeddha' campus in Fairbanks, Alaska. This is a part-time, non-exempt temporary staff position. New Hires will be placed on a Grade 73, based on education and experience.

This is a pooled position, which means that the position remains open over the entire academic year.

*To be eligible for this position, applicants must be legally authorized to work in the United States without restriction.  Applicants who now or may in the future require visa sponsorship to work in the United States are not eligible.

The University of Alaska (UA) is responsible for providing reasonable accommodations to individuals with disabilities throughout the applicant screening process. If you need assistance in completing this application or during any phase of the interview process, please contact UA Human Resources by phone at 907-450-8200.

UA is an affirmative action/equal opportunity employer, educational institution and provider and prohibits illegal discrimination against any individual:  www.alaska.edu/nondiscrimination .

The successful applicant is required to complete a background check. Any offer of employment is contingent on the background check.

Your application for employment with the University of Alaska is subject to public disclosure under the Alaska Public Records Act.

If you have any questions regarding this position, please contact Kenna Metivier, Signers' Business Office Assistant HR Manager at [email protected]  or 907-474-1847

All employees at the University of Alaska are expected to uphold the highest standards of ethics and professionalism when conducting or engaged in university business.

* Each university within the University of Alaska system publishes an Annual Security and Fire Safety Report which contains information regarding campus safety and security including topics such as: campus law enforcement authority; crime reporting policies; campus alerts (Timely Warnings and Emergency Notifications); fire safety policies and procedures; programs to prevent dating violence, domestic violence, sexual assault and stalking; the procedures the University will follow when one of these crimes is reported; and other matters of importance related to security on campus. The report also contains information about crime statistics for the three most recent calendar years concerning reported crimes that occurred on campus; in On-Campus Student Housing Facilities; in Noncampus buildings or property owned or controlled by the University or a recognized student organization; and on public property within, or immediately adjacent to and accessible from, the campus.  The report also contains fire statistics for any fires occurring in an On-Campus Student Housing Facility during the three most recent calendar years.  

Access to the reports is available at:

UAA : (Addresses Anchorage campus, Aviation Technology Complex, JBER - Elmendorf Extension, JBER - Richardson Extension, Kenai Peninsula College - Kachemak Bay campus, Kenai Peninsula College - Kenai River campus, Kodiak College, Kodiak High School Extension, Matanuska-Susitna College, Prince William Sound College, and Prince William Sound College - Cordova Extension) Online:  https://www.uaa.alaska.edu/students/safety . Request a paper copy in person: UAA Police Department Office at Room 114 of Eugene Short Hall on the Anchorage campus / UAA Dean of Students Office at Room 122 of Rasmuson Hall on the Anchorage campus. Request a paper copy by mail: 907-786-1120 or  [email protected]  / 907-786-1214 or  [email protected] . 

UAF:  (Addresses Fairbanks Campus, Bristol Bay Campus, Chukchi Campus, Community and Technical College, Kasitsna Bay Campus, Seward Marine Center, Tok Campus, Kuskokwim Campus, and Northwest Campus) Online:  https://www.uaf.edu/orca/files/ASFSR.pdf . Request a paper copy in person: UAF Office of Rights, Compliance and Accountability on the 3rd Floor of Constitution Hall. Request a paper copy by mail: 907-474-7300 or  [email protected] .

UAS:  (Addresses the Juneau Auke Bay Campus, Juneau Technical Education Center, Sitka Campus, & Ketchikan Campus) Online:  https://uas.alaska.edu/equity-and-compliance/docs/clery/UAS_ASFSR.pdf . Request a paper copy in person: Hendrickson Building, Suite 202 on the Juneau campus. Request a paper copy by mail: 907-796-6371 or emailing  [email protected] .

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Desk research: how to conduct secondary research efficiently.

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If you're already familiar with UX Design, you know how essential research is to get to know the users of a product and understand their needs. Basically, there are two types of research: primary (where you collect information yourself by…

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If you’re already familiar with UX Design, you know how essential research is to get to know the users of a product and understand their needs.

Basically, there are two types of research: primary (where you collect information yourself by surveys, interviews, observations, etc.) and secondary (searching for data compiled from previous findings). Desk Research falls into the second category.

Keep reading to know the best practices and a step-by-step to research successfully from your own desk!

What is Desk Research?

Desk Research is a method that explores data from existing documents and previous research — secondary data — to gather information over a particular topic.

It can provide solid arguments and help you elaborate a line of thought or fight for your ideas. And to do this, Desk Research relies on data already collected from other people.

Therefore, before spending time and money on field visits, prototypes, or usability tests, it’s wise to see what the world already knows that could be relevant for you and your team.

Why should you have a Desk Research?

Desk Research should be used as a research method before starting any Product Design project. It’s always constructive to see what previous studies and experts say about a particular topic, especially if you can take advantage of the information already out there.

Secondary research has the objective of any investigation: to provide information that could support and guide decision-making.

So in terms of objectives , using Desk Research is not that different from Primary Research.

Primary and Secondary Research

Primary and Secondary Research share the same object of study but are different in their process.

Primary research is first-hand research created and tailored to meet specific needs. The source of this kind of research is the individuals or organization behind the investigation.

Additionally, primary research uses raw data, which needs to be filtered and organized in order to be analyzed and reported.

On the other hand, secondary research collects data from previous research, so it doesn’t belong to anyone.

Needless to say, primary research demands more time and money, while secondary research is cheaper and faster to gather results.

Desk Research: where to look?

Since Desk Research relies on other people’s findings, pay close attention to the sources and always run check facts.

There are all kinds of information online so we need to be diligent to filter good quality material.

Also, the internet is not the only possible source of information to carry out Desk Research. You may want to check:

• Existing products in the market;
• Your own organization records;
• Academic records;
• Government organizations;
• Relevant NGO’S.

Products in the market

An insightful resource is observing products that are already on the market.

Furthermore, evaluate the products that your own company has already launched.

Look at the concepts, interactions, and experiences these products provide.

Company records

Go through research and analysis your own company has conducted in the past.

This type of information is extremely valuable to understand ideas, opportunities, and difficulties the company has faced in the past and that can serve as a starting point for your own proposal.

Investigate further, look at the people in charge of these data, and if possible, try to talk to them directly and exchange knowledge about what they have found out, and what you intend to do.

Most of the time, internal research helps to clarify essential points, due to the fact they were applied in the same context, in the same market segment.

External Sources

External research sources are perhaps the most common and widely known. However, as we already mentioned, it’s important to understand which sources are reliable.

With that in mind, we compiled a few aspects for your consideration:

Data available from the Web

Internet is the most popular and accessible source of information there is. With just one click you can download any data or research you want.

Despite much information being available for free, that are company sites that sell information and reports.

If you’re digging the internet for free content, check reliable websites with known expertise in the field.

For example, in the case of research and data about usability, it’s common to rely on data from the Nielsen Norman Group . The consulting firm is an expert on UX, has authority and reputation in the market.

In times when the internet rules the era of information, libraries end up being underestimated. But they can be excellent sources for desk research.

Of course, recent studies will most likely be found online but there may be old interesting research published only on paper. So, apart from books, beware to check articles, papers, and research from a wide range of authors.

Don’t dismiss studies that are not recent. Even if research was carried out a couple of years ago, it can still be extremely relevant and serve to support your ideas, provide you answers, questions, or insights.

Human behavior, for example, changes very slowly, so studies that focus on that, won’t lose its “expiration date” so soon.

Academic Records

In addition to using university libraries, you can search for more specific research conducted by students or professors at the institutions.

As a general rule, educational institutions conduct a variety of primary research that can be requested and used as Desk Research by companies.

Desk Research can also rely on newspapers, magazines, and even news transmitted on TV or radio.

However, it is always important to be diligent when using this type of information because it is generally superficial and informational for the public.

Relying solely on media data can bring biased and shallow information. Nevertheless, it can be a good start for your Desk Research.

A step-by-step to Desk Research

It’s wise to consider a couple of measures to ensure the quality and efficiency of your Desk Research.

So we’ll describe a step-by-step to help you in your endeavor.

Of course, as you gain experience with this research method, you can adapt each step to make it more coherent to the way you work. But be sure to go through them.

1) Define your goal

Before starting the research, identify its purpose: What do you want to know? Which question do you need to answer?

Without a pre-determined objective, you won’t be a good judge whether the information you’re coming across is relevant or not for your project.

Establishing objectives is all about setting a clear path to the questions you want to answer; this will ground you and help you stay focused, so you don’t end up wasting precious time.

Your research objectives can revolve around:

• a number: like seeking to find five articles from different sources or collecting information from 20 user interviews;
• an assumption: here, your goal is to find arguments and information that support your hypothesis. However, make sure to also look for information that may disprove your statement.

2) Map your sources

Will you only use the internet? Or will you also go to public libraries? Are you going to talk to people in your company too?

Mapping the sources you intend to use saves time and prevents you from losing focus. At this stage, identify which sources are more likely to bring you the best results.

Remember to have a plan B, too. For example, if you can’t find all the information on websites, find out what the next trusted source you should be using.

3) Set a deadline

Working with deadlines is another strategy to maintain focus during research.

Determine whether you will invest hours, days, or a few weeks to carry out your Desk Research.

However, keep in mind that we tend to use up all the time assigned to us. So keep it a tight schedule and propose realistic deadlines to help your productivity and your research efficiency.

4) Hands-on

It’s time to carry out your research, keeping in mind: your objective, the deadline, and reliable sources.

Use whichever method you think is best to identify and gather the necessary information: summarizing, filing, highlighting, or copying.

For instance, you can put all your findings on an online whiteboard (like miro.com ).

Remember to seek different views on the same problem. Don’t fall into so-called confirmation bias, where you only collect data that confirms your assumption.

Look for information that may contradict the initial ideas to bring other perspectives that will be essential upon data analysis.

5) Analyze data

A crucial step of Desk Research is analyzing the data collected. First, carefully read the information and review all the findings. Then, go deeper into your study: compare the results of different sources and define the importance of each one.

Next, check if your research answered the questions and met the initially proposed objective.

If not, redo the research or check if the objective is coherent or needs to be changed.

In this step, you should also formalize the information in a way it’s presentable to others; you can write a report or organize your findings into a presentation.

Advantages and Disadvantages of Desk Research

• Secondary Research is cheaper than Primary Research. Thus, if your company does not have the budget to conduct interviews and do field observations, desk research is a good solution;
• Desk Research also has a time advantage. Compared to primary Research, secondary Research is much faster to conduct;
• The wide availability of information makes Desk Research easier to execute.

Disadvantages

• The challenge of finding reliable sources. If the research is done over the internet, it is necessary to be very careful with websites and articles you base upon;
• It’s not always possible to find reports and research that is up-to-date and include the most recent information;
• Because it is faster and cheaper, Desk Research can create the false impression that it is the best method to use. However, it is essential to understand that primary research is also relevant and has more focus and objectivity to meet the company’s needs.

Every method, or tool, has its pros and cons. Therefore, you need to assess where you are to decide if Desk Research is the right resource for your project. And, of course, it can always – and should – serve as a starting point for Primary Research.

• The Beginner’s Guide to Desk Research
• Desk research: the what, why and how
• How to use desk research to kick-start your design process
• Secondary Research- Definition, Methods and Examples.
• Secondary Research

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