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Prospect Consulting
 

Desk Research

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An important task where you gather all the relevant knowledge about your brands and markets.  We start by scoping out our information needs, typically covering:
 
Market size and trends
Brands, manufacturers, market sectors and shares
Retail 
Innovation and trends
Consumer behaviour
Consumer attitudes and needs
Consumer demographics
 
What you would receive at the outset is a list of topics that the information trawl will attempt to access.  The range of potential sources will be large and include: 
Manufacturers
Retailers
Trade directories 
Trade organisations
Press articles
Specialist companies such as Mintel, Keynote or Datamonitor
Government statistics
Media expenditure
 
Some of these sources will be freely available, others might require a fee.  
 
Often you may wish to expand your knowledge with some selected interviews among key people. This will colour the data and it is amazing that there is rarely a need to conduct many interviews.
 
At the end you will receive a report comprising of an executive summary, recommendations for next steps and a compendium containing all the relevant facts and figures.