Imperfect Foundations in Secondary Market Research Perspectives
Secondary Market Research
Perspectives & Resources
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Radius - Slingshot
Mark Bodnar
mbodnar@sfu.ca
Context
Context
vs.
Context
Context
vs.
Context
Context
vs.
Secondary
Secondary
research
research
Secondary
Secondary
research
research
Therefore
…
•
Don’t expect perfection (but seek it!)
•
Ask good questions
•
Evaluate everything
•
Build the best foundation you can, and
…
o
be ready to defend it
Secondary
Secondary
research
research
Why?
•
Why research at all?
Isn’t your “
gut feeling
” enough?
•
Why do secondary research instead of primary
if secondary is
flawed
by definition?
Good questions
Good questions
Good questions
Good questions
List some secondary research questions
about your initiative.
If it helps, try to think in terms of the
categories below.
Good questions
Good questions
If answers to those questions aren’t
available, how flexible can you be?
Can you make use of
older
information on
similar
topics
and from similar
regions
?
Publishers
Publishers
Publishers
Publishers
Why?
Which publisher types might have
statistics on
…
fish consumption in Canada?
Publishers
Publishers
Which publisher types seem most
likely to have the answers to the
questions you listed earlier?
Do your questions seem
…
newsworthy
?
Layers
Layers
Euromonitor:
128M
wearables
will be sold in
2017
(Oct. 5, 2017)
Gartner:
310M
wearables
will be sold in
2017
(Aug. 24, 2017)
Sources - free
Sources - free
Small Business Accelerators
via UBC
sba.ubc.ca
Vancouver Public Library
Business & Careers Resources
Link via:
www.vpl.ca/digitallibrary
Private research firms: Social media
Blog post via:
Sources
Sources
–
–
SFU Library
SFU Library
Guest access
in any SFU Library branch:
Statista:
bit.ly/sfu-guest
Vividata:
Sources
Sources
–
–
SFU Library
SFU Library
IBISWorld:
Factiva:
Business Source Complete:
Sources
Sources
–
–
SFU Library
SFU Library
SimplyAnalytics:
Frost & Sullivan:
More?
bit.ly/sfubuslib-guides
Recap
Recap
Secondary research
•
Brainstorm questions
o
then add flexibility and brainstorm some more
•
Predict publishers
o
“
Who cares?
” & “
Why?
”
•
Be open to the value of imperfect information
•
Build a foundation for your estimates
Next steps
Next steps
•
Discussion of individual needs?
•
Deeper exploration of resources?
•
More time on your Question-Publisher worksheets?
•
Go home for a nap?
Questions?
Questions?
Radius - Slingshot
Mark Bodnar
mbodnar@sfu.ca
Delve into the world of secondary market research perspectives with a focus on imperfect foundations. Discover the importance of asking good questions, evaluating everything, and building a strong research foundation. Learn why secondary research plays a crucial role despite its flaws and how to approach it effectively.
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Presentation Transcript
Imperfect Foundations Secondary Market Research Perspectives & Resources Radius - Slingshot Mark Bodnar mbodnar@sfu.ca mbodnar@sfu.ca Radius - Slingshot Mark Bodnar
Context vs. Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Context vs. Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Context vs. Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Secondary research Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Secondary research Therefore Don t expect perfection (but seek it!) Ask good questions Evaluate everything Build the best foundation you can, and o be ready to defend it Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Secondary research Why? Why research at all? Isn t your gut feeling enough? Why do secondary research instead of primary if secondary is flawed by definition? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Good questions Mark s SalmAppleTM Competitors Environment Customers Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Good questions Your turn List some secondary research questions about your initiative. If it helps, try to think in terms of the categories below. Competitors Environment Customers Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Good questions Your turn If answers to those questions aren t available, how flexible can you be? Can you make use of older information on similar topics and from similar regions? Topic Time Geography Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Publishers Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Publishers Mark s SalmAppleTM Which publisher types might have statistics on fish consumption in Canada? Why? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Publishers Your turn Which publisher types seem most likely to have the answers to the questions you listed earlier? Do your questions seem newsworthy? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Layers Big name Gartner: 310M wearables will be sold in 2017 (Aug. 24, 2017) Euromonitor: 128M wearables will be sold in 2017 (Oct. 5, 2017) analysis Below + analysis Aggregated information + gaps filled with primary research Aggregated and incomplete information Dispersed and incomplete information Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Sources - free Small Business Accelerators via UBC sba.ubc.ca Vancouver Public Library Business & Careers Resources Link via: www.vpl.ca/digitallibrary Private research firms: Social media Blog post via: Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Sources SFU Library Guest access bit.ly/sfu-guest in any SFU Library branch: Statista-logo.png Statista: Vividata: Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Sources SFU Library IBISWorld-logo.png IBISWorld: Factiva: Business Source Complete: Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Sources SFU Library SimplyAnalytics: Frost & Sullivan: bit.ly/sfubuslib-guides More? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Recap Secondary research Brainstorm questions o then add flexibility and brainstorm some more Predict publishers o Who cares? & Why? Be open to the value of imperfect information Build a foundation for your estimates Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Next steps Discussion of individual needs? Deeper exploration of resources? More time on your Question-Publisher worksheets? Go home for a nap? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
Questions? Radius - Slingshot Mark Bodnar mbodnar@sfu.ca
