Introduction
Desk research is the search for information that has been previously collected for some other purpose. It is a useful starting point for all marketing research projects, but is all the more important when considering overseas markets, where trips to the market can prove costly.
Desk research has the following purposes for exporters:
- prioritising existing markets / select new markets;
- gathering information on a chosen market;
- selecting a market research agency;
- preparing for an overseas visit.
Each of these purposes is explored on this site. Start by writing down the information you are looking for, then systematically work your way through the suggestions in this leaflet to enable you to use the internet as a way of accessing traditional sources of desk research.
The websites are intended as starting points, and should be supplemented by other information sources where relevant, for example talking to business contacts, visiting your local Business Link, Chamber of Commerce, business library or Euro Info Centre. In addition, don’t forget to tap into readily available knowledge: talk to your suppliers, customers and other business contacts, look for newsletters and company literature, read annual reports; then combine everything you have found to develop answers to your initial list of information needs.
In many cases, desk research will not provide all the answers you need, and field research will also be required, involving a visit to the relevant overseas market to meet key factholders in person in order to complete the picture.
1) Prioritising existing markets / selecting new markets.
Please click here for sources of information which has been collected in a similar manner across a number of countries, often enabling like for like comparisons, making it can be easier to prioritise and rank markets for further research.
2) Gathering information on a chosen market.
Once you have identified a market which appears to offer potential for your product / service, typical information that can be collected through desk research includes:
General Market Background
- Demographics, climatic considerations, economic and political factors, industrial profile and outlook
Assessing Market Size and Segmentation
- Industry statistics, import / export statistics
- Market segmentation (eg geographical, product type, end users)
Trends
- Historical data, predictions
Distribution Structure
- Manufacturers and service providers
- Channels of distribution
- Import/export data
- Agents and distributors
Competitive Data
- Competitors
- Market shares
- Products (including technical specifications, patents, range, etc)
- Prices
- Promotional methods used
- Competitor brochures
End Users’ Needs
- Customers and potential customers
- Financial profiles
- Company background, strengths and weaknesses, direction, key personnel
Regulations and Legislation
Some places to start
Starting points for internet-based desk research on a particular market are:
UK Government
www.uktradeinvest.gov.uk
- Visit country pages
- Register with the site to gain access to ‘Sector in Country’ reports
- Look for our government’s commercial staff overseas
- Look for UK based Export Promoters
- Use the site as a springboard for finding other useful websites.
Other Governments
www.gksoft.com/govt/en/world.html
Choose your country, then look on this site for details of foreign government departments of relevance to your product / service. You can also use this site to find overseas governments’ foreign trade sites, i.e. the equivalent bodies to UK Trade & Investment. Be aware that some of these sites are not easily accessible to UK companies – maybe you have a contact in the market who can help tap into this information, which may be incredibly useful.
www.corporateinformation.com
The Research a Country’s Industry section links to free government reports, US government reports, UN resources and some private reports.
International statistical agencies can be accessed by clicking on Related Sites at www.census.gov
Trade Associations
www.taforum.org
Use the directory to find a relevant UK based trade association, then find out whether they have export information such as research reports available. Contact them to ask whether they have any links (such as a partner organisation) in the country you are targeting.
Find out whether your trade association has conducted a project in your markets of interest by looking at our listing.
Industry Portals
http://sites.spgmedia.com
Look at ‘Industry Websites’ and ‘Organisations’ sections. These contain links to overseas organisations, including trade bodies.
Chambers of Commerce
www.worldchambers.com
Look at the Chamber of Commerce directory to find the contact details of the local and national chambers of commerce for the area you are researching. See whether there is a bilateral chamber of commerce promoting trade between UK and the overseas country. Link through to the chambers’ websites and see what information they can provide, such as contact lists and sector information.
Business Directories
http://www.mrweb.com/coun-con.htm
Choose country links, then your continent and country, and check for useful links to (and information about) yellow pages and business directories. These contact lists can provide information about potential customers and distribution possibilities.
Newspapers / Trade Journals
www.thepaperboy.com
Find the local papers (there is often an English language version) to keep yourself up-to-date with local events. Look into business archives.
www.publist.com
Look for details of overseas publications by using a title or subject search. If you find a publication of interest, view the publisher’s website – in some cases they are an industry expert, so may be worth a phone call. If the magazine is sponsored, view the sponsor’s website.
Trade Shows
www.tsnn.com
Search by country and sector to find details of trade shows. You will have to register to get details such as the link to the show website, but registration is free. The show website may have a list of exhibitors (who may be your competitors) and information on attendance.
Published Market Research
www.marketresearch.com
Here you may find a regional or global published report on the industry or sector you are investigating. Registration is free. You may need to contact the publisher to help you to decide whether to buy the report. The Export Marketing Research Scheme (tel 024 7669 4484) may be able to part fund such a purchase. You must, however, secure agreement from the Scheme before buying the report.
3) Selecting a market research agency.
For a completely tailored approach to your market and industry, you may wish to consider using the expertise of the market research industry. Please click here for sources of information.
4) Preparing for an overseas visit.
Prior to an overseas visit for whatever business purpose, it can be extremely useful to inform yourself about the culture and customs of the country.
www.uktradeinvest.gov.uk
On relevant country pages, look for ‘Market Profile - Visiting and Social’.
www.executiveplanet.com
www.austrade.gov.au (Australian government site)
Click on ‘industry and country information’ for Australian Exporters, then choose your country for information on Doing Business in that market.
www.dialogin.com
Cultures section includes both links to Executive Planet, but also some links to country specific sites and resources. Free registration is necessary to access this site.
www.fco.gov.uk
It is always advisable to check the Foreign & Commonwealth Office’s up-to-date travel advice for the country and region you intend to visit.
General Tips
Be systematic about your search, referencing traditional sources of information and investigating links suggested. Remember to use these sites as springboards to further ports of call. It is often very worthwhile to look at a website’s useful links page and FAQs.
For the MS Internet Explorer browser:
- if you get lost, pressing Ctrl and H simultaneously gives a list of sites you have visited recently;
- pressing Ctrl and N simultaneously opens a new window and can be useful where you have a series of links to explore from one starting point; alternatively a right click on a link also offers the opportunity to open the link in a new window.
Bookmark favourite places for future reference.
Internet translation sites can be used to get the gist of a foreign language site. Please bear in mind that such sites are said to be between 40 and 70% accurate, so they should only be used for rough translation in this context (not for outward presentation of your company). A well-known example is http://babelfish.altavista.com/
Don’t forget to supplement your internet-based desk research by consulting with colleagues and contacts, and telephone calls where necessary.
Next Steps
Once you have systematically searched through these free sites, the possible next steps need to be considered.
It may be that the results of your desk research indicate that, for whatever reason, it is not worth pursuing the market at the present time. Perhaps the market is not big enough, maybe it is too competitive, or maybe there is a particular piece of legislation which makes the product incompatible.
On the other hand, the desk research undertaken to date may be positive, in which case you need to decide whether further desk research is required, or whether field research will be the best way of completing your understanding of the market.
Further desk research can be undertaken by commissioning the Commercial Office in the British Embassy or Consulate to carry out some research for you. This service is highly subsidised by UK Trade & Investment, and can be sourced via your local International Trade Team. You can find your local International Trade Team by inputting your postcode to the Local Office Database on the homepage of www.uktradeinvest.gov.uk.
If the desk research stage of the project is now complete, the next step may be a requirement for field research. This involves a visit to the market to collect information from key fact holders about attitudes, motivations and perceptions in order to gain a real in-depth understanding. Field research may also serve to validate desk research findings.
If you would like to discuss any aspect of planning or conducting an in-depth marketing research project, please do not hesitate to contact the Export Marketing Research Scheme:
4 Westwood House
Westwood Business Park
Coventry
CV4 8HS
Tel: 024 7669 4484
Fax: 024 7669 5844
Email: emr@britishchambers.org.uk