2.- Secondary research
Posted: Mon Dec 23, 2024 8:37 am
It is carried out using previously collected information and will allow you to obtain socio-economic data about your potential audience and your market.
You can use internal company information (CRM, sales and customer history, order history, accounting data, etc.) or external information.
External sources of information may include the INE (or the equivalent official body in your country), city councils or chambers of commerce.
You can also use trade publications from banks and other companies or specialized magazines.
Visit your competitors, both in person and online, to get new ideas and better understand what works and what doesn't.
The Internet allows you to obtain a large amount of secondary information easily.
In addition to checking the information available on your competitors' pages and visiting them in person, you can analyze them with SEMrush .
Knowing their positioning strategies and message will be very useful to you.
Enter the keyword gap
and compare keywords and positions of different domains
Enter your domain
Try it! →
ADS illustration
Through secondary research, information is obtained about the environment, to get an idea about the characteristics of the market in which one competes.
One of its advantages is that it is usually much cheaper than primary research.
How are these concepts applied in practice?
Market research companies have a wealth of information at their disposal: databases and consumer panels to draw on when tackling the process.
As a marketer or solopreneur, you probably don't have that advantage, so you'll need to design research that fits your budget and capabilities.
Let's go back to the example of the mushroom self-cultivation kit to see it in practice.
1.- Start with the most important thing: the clients
The best way to find out what people think about your product is to ask them directly, don't you think?
By talking to people who are potentially interested in your product, you will not only get answers to many of your questions, but also new ideas.
But who are your potential customers?
And, above all, how do you reach them to ask the questions and get the information you need?
Search among your clients
People who have interacted with your brand or made a purchase recently will be easier to reach.
You can use internal information about your company: your sales or order history will give you that information.
If you have information about people who have interacted with your brand without making a purchase, include them in the list as well.
Research your competitors' clients
Who buys mushroom self-growing kits?
Who interacts with your competitors?
You will easily find them in the online community of your competitors' brands or through direct email list france observation in the offline world.
Use your contacts
Let your collaborators and other members of your network know that you are conducting a study.
This will multiply the list of candidates who will participate by answering your questions.
What are you going to ask them?
Define what you want to know.
You are interested in having statistical information about your clients: sex, age, income level...
This information will help you understand them better so you can segment them and focus your message.
You also need to find out how they feel about your product: do they have a good understanding of the concept of a “self-growing mushroom kit”?
You can use internal company information (CRM, sales and customer history, order history, accounting data, etc.) or external information.
External sources of information may include the INE (or the equivalent official body in your country), city councils or chambers of commerce.
You can also use trade publications from banks and other companies or specialized magazines.
Visit your competitors, both in person and online, to get new ideas and better understand what works and what doesn't.
The Internet allows you to obtain a large amount of secondary information easily.
In addition to checking the information available on your competitors' pages and visiting them in person, you can analyze them with SEMrush .
Knowing their positioning strategies and message will be very useful to you.
Enter the keyword gap
and compare keywords and positions of different domains
Enter your domain
Try it! →
ADS illustration
Through secondary research, information is obtained about the environment, to get an idea about the characteristics of the market in which one competes.
One of its advantages is that it is usually much cheaper than primary research.
How are these concepts applied in practice?
Market research companies have a wealth of information at their disposal: databases and consumer panels to draw on when tackling the process.
As a marketer or solopreneur, you probably don't have that advantage, so you'll need to design research that fits your budget and capabilities.
Let's go back to the example of the mushroom self-cultivation kit to see it in practice.
1.- Start with the most important thing: the clients
The best way to find out what people think about your product is to ask them directly, don't you think?
By talking to people who are potentially interested in your product, you will not only get answers to many of your questions, but also new ideas.
But who are your potential customers?
And, above all, how do you reach them to ask the questions and get the information you need?
Search among your clients
People who have interacted with your brand or made a purchase recently will be easier to reach.
You can use internal information about your company: your sales or order history will give you that information.
If you have information about people who have interacted with your brand without making a purchase, include them in the list as well.
Research your competitors' clients
Who buys mushroom self-growing kits?
Who interacts with your competitors?
You will easily find them in the online community of your competitors' brands or through direct email list france observation in the offline world.
Use your contacts
Let your collaborators and other members of your network know that you are conducting a study.
This will multiply the list of candidates who will participate by answering your questions.
What are you going to ask them?
Define what you want to know.
You are interested in having statistical information about your clients: sex, age, income level...
This information will help you understand them better so you can segment them and focus your message.
You also need to find out how they feel about your product: do they have a good understanding of the concept of a “self-growing mushroom kit”?