Secondary research (or desk research) is an effective way to understand existing knowledge at a low cost. Thanks to the internet, we can find information easily online. However, the internet does not always have all the necessary data. In addition, sometimes information on the same topic conflicts with itself.
Now, let us explain how we assisted a company that was conducting secondary research for the first time in collecting existing data to kick off its business.
The Context
A startup wanted to understand the market overview of the pet care business as an initial step before founding the company. So they tried to get an overview of the market to identify opportunities.
The Challenge
#1. Limited Information Online
At first, they did their desk research on the Internet. However, the collected information was fragmented, making it difficult for them to determine the market size.
#2. Data Conflicts
The collected data conflicted with one another on similar items.
The Solution Approaches
#1. Using Both Offline and Online Sources
We collected secondary information from public libraries, including the National Diet Library, the world’s largest library, as well as offline publications and online sources to complement the online data.
#2. Checking Data Definitions and Collection Methods
Since the data conflicts stem from differing data definitions and collection methods, we contacted the information publisher to verify them when the data sources did not specify the definitions and research methods. Then, we synthesized the desk research together for the client.
The Outcome
The desk research identified that the current market for pet products and services is fragmented, and the startup company used the data to set the direction for their business. They continue working on building an online platform for their pet care services in Japan.