What desk-based market research will bring you
Desk-based marketing research is the collection and analysis of secondary information on a given topic. The purpose of the research is to get accurate information to make good business decisions. Marketing research is necessary to solve such tasks: bringing a new brand to the market, redesigning packaging, launching an advertising campaign, rebranding the company, increasing market share, entering a new market, fighting with competitors, etc. Up-to-date and accurate data will help you make the right decision and achieve your goal.
Neglecting market research can lead to a wrong assessment of the market situation, trends and prospects, competitive environment, target audience, etc., which will have an extremely negative impact on the successful launch and development of your brand. For example, without having information about future customers and their preferences, it is impossible to achieve high sales and product development, because you will not be able to interest the target audience. Lack of data on the structure and dynamics of the market can lead to a failed product launch and bankruptcy of the company.
Therefore, quality desk market research is a guarantee of your future success!
YOU GET
Latest market trends
Market development forecast for several years
Finished work in a short period of time
Up-to-date information
Large amount of statistical data
Recommendations for a specific task
Latest market trends
Market development forecast for several years
Finished work in a short period of time
Up-to-date information
Large amount of statistical data
Recommendations for a specific task
How desk-based market research is conducted:
The process of conducting the study is divided into such steps.
1. Comprehensive market analysis:
- market structure;
- market dynamics;
- production volume;
- sales volume;
- imports and exports;
- Trends and prospects.
Example: Market Analysis of Deli Meat Market
2. competitor analysis:
- assortment policy analysis;
- study of pricing policy;
- brand platform analysis;
- Evaluating websites and social media presence;
- A study of advertising communication.
3. target audience analysis:
- socio-demographic characteristics of consumers (gender, age);
- the financial situation of consumers;
- the core values and interests of the target audience.
Example: Beer market research in Ukraine
4. Specifics of consumption of goods/services:
- consumption structure (where, how and with whom customers consume the product);
- consumer choice criteria;
- communication channels;
- geography of consumption;
- rating of consumer preferences by major brands in the industry.
Example: Analysis of the tea market in Ukraine
5. SWOT analysis of the direction.
6. Development of recommendations for launching and promoting the product in the market segment.
Example: Research of the Ukrainian market of hair care products
How do we do it?
KOLORO marketers, based on your specific situation, will process several sources of secondary information (i.e., information that has already been collected for a specific purpose and is in storage). We will analyze internal data – information within the organization for which the marketing research is being conducted, which includes data about the product or service being studied, customer data, sales volume information, previous research results, and so on.
KOLORO specialists will also process the external data during the study:
- analytical reports and reports of commercial research centers;
- publications of non-commercial research structures – research institutes, universities, foundations, etc..;
- Legislative and instructional materials published by government agencies;
- specialized publications focused on industrial sectors and product groups;
- media coverage;
- Internet resources (analytical sites, competitors’ sites, information bases, etc.)
During the research our specialists will use all necessary methods of desk marketing research: document analysis, content analysis, structural-functional analysis, comparative analysis, case study, secondary data analysis, SWOT-analysis, and so on.
Advantages of the KOLORO desk study
The main advantages of market research conducted by our company are:
- high speed of data collection and analysis;
- An integrated approach to analytical work;
- maximum reliability of data due to complex analysis of several sources;
- low cost of work, relative to other types of research.
If you want to order a marketing research, but do not fully imagine how its results will look like – read the approximate examples of our work: Tea Market Analysis of Ukraine (2014), Brand platform of tea brands on the Ukrainian market.
What do you get?
A comprehensive report that will contain the following information
- A general idea of the current market situation.
- Structured information about the market being studied.
- Information on market size and capacity.
- Analysis of current market trends and prospects.
- Analyzing the competitive environment.
- Analyzing the specifics of consumption and consumer preferences.
- Study of the main sales and promotion channels.
- Target Audience Analysis.
- Recommendations for launching and promoting the product in your market segment.
Contact a KOLORO representative today to request a market research study and receive a free consultation!
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