Market research and analysis methodologies
We describe the methods we use to collect and analyse data on markets, customers and competitors.
Desk research
Desk research is a market research method that involves collecting and analysing data from existing sources and drawing conclusions from that analysis. It gives you information about the market, products and the competitive landscape.
Read moreBenchmarking analysis
Benchmarking is a research method that compares your company with the best performers in the market. The aim is to improve processes by adopting the most effective solutions and strategies used by market leaders.
Read moreStatistical data analysis
Statistical data analysis is a research method based on statistics. It gives companies the information they need to build a growth strategy, decide on expansion into new markets and introduce changes that improve efficiency.
Read moreSWOT analysis
A SWOT analysis gives you an in-depth view of the company’s current position and identifies the most profitable directions for growth. It provides the information needed for a business plan, grant applications and investor documents, and for deciding on next steps.
Read morePEST analysis
A PEST analysis gives a detailed assessment of the company’s macroeconomic environment. It shows the factors that drive market growth, shape the industry and affect the company, and which therefore need to be reflected in a strategy, feasibility study, business plan or grant application.
Read moreWhich method for which question
How big is the market and how fast is it growing?
Statistical data analysis and desk research: Statistics Poland, Eurostat, company financial statements, industry reports.
Who is in the market and how are they doing?
Desk research and benchmarking: company registers, financial statements, and competitors’ offers, prices and communication.
What will change in the business environment in the coming years?
PEST analysis: regulation, the economy, demographics and technology.
Where do we stand against the market, and what follows from that?
SWOT analysis. We usually do it at the end of a project, once the market and competitor data has been collected.
What do customers, distributors or experts think?
Primary research: expert interviews, telephone surveys (CATI) run by our own team, and online surveys (CAWI) carried out with a partner that has a respondent panel.
How we combine methods in a project
One method is rarely enough. An in-depth market analysis usually starts with desk research and statistical data, which give the market size and the list of players. Then comes competitor analysis and the wider environment (PEST), and finally SWOT and recommendations. We add primary research when the data is not available from any public source or when we need to find out how customers make decisions.
The sources we use
Frequently asked questions
How does desk research differ from primary research?
Desk research uses data that already exists: statistics, registers, reports and publications. Primary research collects new data, for example through interviews and surveys.
Who chooses the methods for a project?
We propose them in our response to your enquiry and agree the scope with you before the project starts.
Not sure which method fits your question?
Describe the decision you are facing and we will choose the methods and scope. We most often start with an in-depth market analysis. If core data is enough for you, see the ready-made reports in Market Scan by MarketHub.