knowing your market: andrew scrogham and anne archer 28 february 2012
TRANSCRIPT
Knowing Your Market:
Andrew Scrogham and Anne Archer
28 February 2012
By the end of the session you will have:
Acquired knowledge of the market research and news sources available at the Business & IP Centre Newcastle and beyond.
Market research helps you to ascertain: • How much of a demand there is for your product or
service• Who the consumers are likely to be• What the competition is like • What similar products/services are available on the
market.• Whether it is a growth market
Why research a market?
The process of acquiring information about customers in a market through field research or desk research.
Field research (Primary Research) involves collecting primary data by interviewing customers or completing questionnaires. Research Buyer’s Guide http://www.rbg.org.uk Cobra: a guide to using a market research
questionnaire
Market Research: a definition
Desk research (Secondary Research) involves collecting secondary data by looking at information and statistics collected by others. Market reports Industry reports Trade association reports Official statistics Trade journals
Market Research: a definition
What can we find in published market research?
Findings of field research Data: Quantitative & Qualitative Demographic information Product Data / New Products SWOT & PEST Analysis Data from other sources, e.g. Government & Trade
Associations Forecasts
Keynote: Market research reports found at Newcastle Libraries
Over 2,000 market research reports Coverage of every major industry sector New/updated titles published every week Easy-to-use report format and intuitive website
http://www.keynote.co.uk
Other Desk Research Tools Market Research reports: http://www.marketresearch.com
http://www.researchandmarkets.com Market Research how to articles and research findings:
http://www.marketresearchworld.net Trade Associations: http://www.taforum.org or
http://www.britishservices.co.uk/associations.htm Trade Magazines: http://www.tradepub.com Newstand (available through Newcastle Libraries 24 hour
library)
Statistics:
Office of National Statistics: http://www.ons.gov.uk / http://www.statistics.gov.uk (Local statistics and demographics: http://www.neighbourhood.statistics.gov.uk )
European statistics (click on statistics under publications and documents) http://europa.eu/
Links to official world wide statistics websites / sources: http://www.offstats.auckland.ac.nz
Useful list of statistics websites provided by British Library: http://www.bl.uk/eresources/socsci/statistics.html
Competitor analysis Corporate Researcher (available in Library) Keynote (available in Library) Thompson Business Pro (available in library) Company websites Online directories: Up My street, Yell.com, Scoot,
Businessmagnet Trade fairs / exhibitions Blogs and social networking sites
Other resources available at BIPC Newcastle: COBRA (City Library access only) Business Opportunity Profiles Factsheets UK Market Synopses Local Area Profiles Business Legal Library Sources of Business information Events and Exhibitions
IP Advice
Introductory advice
from BIPC team
Specialist advice from
solicitor and patent
attorney in residence
Practical advice from
an innovator in
residence
Business Advice
PNE, Science City,
RTC North
Finance/Tax
NEA2F and Tait
Walker
Marketing
RTC North PNE
Other Business Libraries British Library BIPC - http://www.bl.uk/bipc/ Wealth of resources including industry guides and numerous
specialist and general databases
Business and Patent Information Service: Leeds Central Library - http://www.businessandpatents.org
Keynote, Cobra, Mintel
Business at The Mitchell Library: Glasgow:- http://www.glasgow.gov.uk/en/Business/BusinessMitchell/
Keynote, Cobra, Datamonitor, ABI/Inform, Mint UK and Mint Global
Contacts
Business & IP Centre Newcastle website:
http://www.bipcnewcastle.co.uk
Newcastle City Library:
Tel: 0191 2774100