how to do desk research

What is Desk Research? A Guide + Examples

Desk research can help you make data-driven decisions, define or adapt strategies, and uncover untapped market potential to drive growth – when it’s done right!

Nowadays, we have all the information we need at our fingertips; but knowing where to find the right data quickly is key.

So, what is desk research? What does it involve, and how can Similarweb Research Intelligence help?

Let’s find out.

What is desk research?

Desk research is a type of market research that uses existing data to support or validate outcomes and conclusions. Also known as secondary research , it’s a cost-effective way to obtain relevant data from a broad range of channels.

How is desk research used?

From small start-ups to established businesses, doing desk research provides you with crucial insights into trends, competitors, and market size . Whatever you do, desk research can help with product positioning and guide data-driven business decisions that help you become the ultimate competitor and find new ways to grow.

According to the latest data on the Internet of Things , around 130 new devices connect to the web every second. Stats on the state of data show we create and consume data at an exponential rate–data interactions will only continue to rise.

Primary vs. secondary research – what’s the difference?

Most market research methods fall into either primary or secondary research. When we talk about desk research, we tend to focus only on secondary methods. However, most primary research can also be done remotely, from a desk.

Primary research is self-conducted research that gathers data to answer questions. It usually involves going directly to a source, such as a customer or a prospect. Compared to secondary research, it takes longer, costs more, and demands more resources. Primary research methods include interviews, market research surveys , questionnaires, competitor reviews, market mapping , focus groups, etc.

Secondary research is the synthesis or summary of existing research using previously gained information from various sources. Most market research starts with secondary research: It aims to provide a researcher or analyst with a basis of knowledge formed from existing data. Secondary research methods include collecting data from the internet, government databases, reports, and academic journals, to name just a few.

Pros and cons of desk research

As with any type of market research, you need to choose the right method to deliver the best outcome for your research goal. Desk research is advantageous for several reasons, but it won’t always suit every market research project. Market research best practice tells us that we should use desk-based research before primary research – as this helps to reduce or refine the scope of the work before the second, more costly phase.

Here’s a summary of the pros and cons of desk research.

Advantages of desk-based research

Doing secondary market research is highly beneficial; here’s why.

• Low cost – most secondary research sources are low-to-no cost.
• Speed – as the data already exists, data collection is quick.
• Clarity – desk research drives & add-value to primary research actions.
• Scalability – due to the large datasets used in secondary research.
• Availability – pre-collected data is readily available to analyze.
• Insightful – get valuable insights and help resolve some initial research questions.

Disadvantages of desk-based research

As any good researcher will attest, it’s always good to look at a topic from every angle. Here are a few things to consider before starting any secondary research process.

• Out of-date data – consider if the coverage dates of the research are relevant. In a fast-moving market, having access to up-to-date information could be critical.
• Lack of perceived control over the data – secondary research is undertaken by a third party; as such, methodology controls need to be reviewed with caution.
• No exclusivity – desk research data is widely available and can be used by other researchers.
• Verification & interpretation – particularly when working with large data sets, it can take time to analyze and review to ensure the information is suitable for your research.

Types of desk-based research

Nowadays, you can do most market research from a desk. Here, I’ll focus solely on secondary research methods: Where finding and using the right resources is key. The data you use needs to be up-to-date and should always come from a trusted source.

Desk research methods – internal data resources

Before stepping into external research, look for any relevant internal sources. This data can often prove invaluable, and it’s a great place to start gathering insights that only you can see. The information is already yours, so aside from the fact it won’t cost a dime, it’s data your rivals won’t have access to.

Sources of internal information that can help you do desk research include:

• Historical campaign and sales analysis: Everything from website traffic and conversions through to sales. Accessible through your own analytics platform(s).
• Website and mobile application data: Your own platforms can also tell you where users are – such as the device split between mobile and desktop.
• Existing customer information: audience demographics , product use, and efficiency of service.
• Previous research conducted by other analysts: Even if the research seems unrelated, there could be indicative information within.

Desk research methods – external data resources

Using external data sources for desk research is an ideal way to get information about market trends, and explore a new topic.

• The internet: A virtual aggregator of all secondary research sources – always validate findings with credible sources.
• Commercial resources: Research associations and company reports usually cost money but give you data that’s specific to your industry/aim.
• Trade association reports: To see if there’s a trade association of interest, do a quick search online or use the Encyclopedia of Associations , the Directory of Associations , or the National Trade and Professional Associations Directory
• Industry Experts: Expert consultancy is an efficient way of getting information from someone who has ‘been there, done that.’ Also, consider ‘influencers.’
• Research associations & journals: Most research associations are independent and offer bespoke, specialized reports.
• Media coverage: TV, radio, newspapers, and magazines can often help uncover facts and relevant media stories related to your topic.
• Market research intelligence software: Platforms like Similarweb give you actionable insights into industry and competitors’ trends. With access to mobile app intelligence, you get a complete picture of the digital landscape.
• Government & non-government agencies: In the US, the biggest generator of data is the federal government. US Census Bureau , Congressional Research Service , US Government Publishing Office , US Small Business Administration , and the Department of Education . Most information from these sources is free.
• Local government sites: A reliable source to find data on population density or employment trends.
• Public library records: Access data via the Digital Public Library of America in the US or the National Archives in the UK.
• Competitor information: Sign-up for mailing lists, view comparison reports, and read online reviews.
• Educational institutions: Academic research papers and journals are well-researched. If you can find a relevant one, you’ll likely get solid data from credible sources.

How to choose the best type of desk research

With so many freely-available sources online for desk-based research; it’s easy to feel overwhelmed. The best guidance I can offer is to keep a list of key questions you are trying to answer with this research, and consider:

• What are you hoping to learn from your research?
• Why is this data relevant?
• Is there an action you can take from this information?
• How up-to-date is the data you are using?

Always keep the questions you’re trying to answer front of mind. It’ll help you stay focused and keep your desk research on the right track. Time and money will usually determine the right type of desk research to use, but, even then, it’s important to stay focussed on where you spend your time vs. the return on that investment.

Inspiration: This article outlines some of the best market research questions to ask.

How to do desk research in five steps

Follow these steps to guide you through doing desktop research:

1. Clearly define your research topic Identify your topic and its purpose, then list any relevant research attributes.

2. Select appropriate resources Make a list of sources that’ll provide relevant information for your research topic.

3. Look for existing data Once you’ve collated your research sources, look for internal and external data relevant to your research topic. Remember to only use data from authentic sources.

4. Collate, compare & assemble Next, you’ll need to collate all the data you’ve obtained, remove any duplication, and bring it together into a usable format.

5. Data analysis The final step of doing desk research is to analyze the data. At this point, you should be able to see if your research questions have been answered. If any questions remain unanswered, go back to step 2, and look for alternative resources that will help you get clearer insights.

Desk-based research tools

Online resources are by far your most valuable asset for doing secondary research. However, software like Similarweb Digital Intelligence , Google Analytics (GA), and Google Search Console (GSC) can save you time and give you a more visually-appealing view of relevant data.

My list of go-to tools for desk research includes:

• Google Analytics & Search Console – your own site’s performance and visitor stats.
• Similarweb Digital Research Intelligence – uncover market, industry & competitor trends across web, mobile, and apps.
• Tableau – data visualization for presenting your findings.
• Competitor data – on rival’s websites, newsletters, and social media accounts.

Read: The best market research tools of 2023

Note that GA and GSC are free to use but limited in terms of what you can see outside your own site. With Similarweb, you can access virtually limitless industry-wide data.

Stop Guessing, Start Analyzing

Get actionable insights for desk research here

How Similarweb helps with desk research

Here are just a few examples of how Similarweb Digital Research Intelligence can help you with secondary research.

• Benchmarking yourself against your industry – Benchmarking suite
• Understand how competitor websites and apps perform – Company research module
• Get a full picture of your industry – Market research & industry analysis tools
• Understand how apps are impacting your market – App Intelligence
• Analyze consumer behavior – Audience analysis tool
• Understand the complete customer journey – Consumer journey tracker

Using research intelligence tools will save you time and money while removing bias from the data – ultimately giving you clarity and a complete view of the digital world relevant to your research topic.

Success Story: See how Airbnb uses Similarweb to reveal growth opportunities in new markets .

Desk research examples with Similarweb

A good example of desk research in action is looking into an industry to uncover market leaders, trends, relevant search trends, and an overview of a complete industry. Using the market analysis module in Similarweb, you can find out exactly what’s happening in your market, and make data-driven decisions that’ll help you increase market share , and drive faster, more sustainable business growth.

For this particular desk research example, I chose the airline industry.

Let’s dive in.

Industry Overview

See a snapshot of industry traffic and engagement metrics . This data is typically based on Similarweb’s index of the top 100 websites in a chosen vertical. You can easily create a custom industry , allowing you to do competitive benchmarking against specific companies in your market.

Industry Leaders

Quickly see who is winning in an industry using the Market quadrant analysis graph and industry leaders table. Analyze top-performing websites in your vertical, and dive into their traffic and engagement performance to view bounce rates, visit duration, monthly visits, month-on-month changes, unique visitors, pages/visits, and traffic share .

Industry Trends

Analyze trends in near real-time so you can take action when it matters most–not a quarter later. Create a personalized view of your industry for in-depth analysis and make informed decisions that will help you grow your market share.

Marketing Channels

Access valuable traffic metrics and insights for each marketing channel. See data for direct, social, display ads, paid search, referrals, emails, and organic traffic channels and evaluate performance for each. Uncover opportunities to grow your own traffic share, evaluate engagement and quality of traffic, and identify trends over time.

Search Trends (within an industry)

Discover trending topics and emerging search terms in any industry. View what’s trending, search volume, % change, volume trend, and traffic leaders for both branded and non-branded search in your sector. Use these insights to get an understanding of market demand, search intent, and audience interests within a specific category, brand, or product.

Demographics

Gain crucial insights into the audiences visiting your website, your competitors’ websites, and your industry as a whole. See gender and age distribution across web, mobile, or combined traffic channels, and compare your demographics with that of your rivals.

The market analysis element of Similarweb will help you answer some of your most important research questions, such as:

• How a specific industry grew over time
• Who the top and emerging players are in your industry
• Which products or services are trending and/or what are consumers searching for
• What demographics are relevant to you, and your competitors

The app intelligence module completes the picture and gives you a broad view of the digital landscape across your market. You can quickly see how apps are impacting your industry, and look at download, engagement, installs, ranking, and more.

Here, I’m sticking with the airline industry to establish whether or not android or iOS is the best fit for a new app. Immediately, I can see there are between 1-1.5M monthly active users on iOS vs. an equivalent of around 350,000k on Android.

Like what you see? Take a tour of Similarweb for yourself.

Discover industry insights for desk research here

Wrapping up

Good desk research helps you quickly uncover key information that can shape and steer successful market research projects. When done right, you’ll be able to answer questions and discover crucial data about your industry, competitors, and key trends to consider while building a strategy for growth.

Asking the right research questions from the onset and keeping these at the forefront of your mind throughout will save time and help direct your market analysis in the right direction.

Is desk-based research free?

Depending on the method used, desktop research can be done for free. If you require industry or government agency reports, these often carry a charge but are more likely to be free from bias when compared to commercially produced reports that (sometimes) receive sponsorship. 

Which businesses can utilize secondary desk research?

Desk-based research can uncover crucial insights into market trends, market sizing, and competitors. The information can be used by any size business to help guide strategic decision-making and help refine a product’s positioning.

Should you do secondary research before primary research?

Absolutely, yes. Secondary research should always come before primary or field research. The formative research phase helps pinpoint where more in-depth primary research is required. Desk research can also verify and support findings from field research but should not replace primary research–as they are each utilized under different circumstances.

Who does desk-based research?

Desk research can ‘technically’ be done by anyone, but it’s typically performed by a researcher, an analyst, or a marketing professional. Good market research has solid foundational data to drive critical business decisions. Experienced researchers and analysts are best-placed to spot opportunities, trends, and patterns when the stakes are this high.

So, while anybody can access secondary data free of charge, investing the necessary resources to do things right to get the most out of the process is essential.

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Home Market Research

Desk Research: What it is, Tips & Examples

What is desk research?

Desk research is a type of research that is based on the material published in reports and similar documents that are available in public libraries, websites, data obtained from surveys already carried out, etc. Some organizations also store data that can be used for research purposes.

It is a research method that involves the use of existing data. These are collected and summarized to increase the overall effectiveness of the investigation.

Secondary research is much more cost-effective than primary research , as it uses existing data, unlike primary research, in which data is collected first-hand by organizations, companies, or may employ a third party to obtain the data in your name.

LEARN ABOUT: Data Management Framework

Desk research examples

Being a cost-effective method, desk research is a popular choice for businesses and organizations as not everyone can pay large sums of money to conduct research and collect data. That is why it’s also called “ documentary research “.

Here are some more common secondary research methods and examples:

1. Data available on the Internet: One of the most popular ways to collect data for desk research is through the Internet. The information is available and can be downloaded with just one click.

This data is practically free or you may have to pay a negligible amount for it. Websites have a lot of information that companies or organizations can use to meet their research needs. However, you need to consider a reliable website to collect information.

2. Government and non-government agencies: Data for secondary research can also be collected from some government and non-government agencies. There will always be valuable and relevant data that companies or organizations can use.

3. Public libraries: Public libraries are another good source to search for data by doing desk research. They have copies of important research that has been done before. They are a store of documents from which relevant information can be extracted.

The services offered at these public libraries vary. Most often, they have a huge collection of government publications with market statistics, a large collection of business directories, and newsletters.

4. Educational Institutions: The importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is done in colleges and universities than in any other business sector.

The data collected by universities is mainly used for primary research. However, companies or organizations can go to educational institutions and request data.

5. Sources of business information: Newspapers, magazines, radio and television stations are a great source of data for desk research. These sources have first-hand information on economic developments, the political agenda, the market, demographic segmentation and similar topics.

Companies or organizations can request to obtain the most relevant data for their study. Not only do they have the opportunity to identify your potential customers, but they can also learn the ways to promote their products or services through these sources, as they have a broader scope.

Differences between primary research and Desk Research

How to do a desk research.

These are the steps to follow to conduct a desk investigation:

• Identify the research topic: Before you begin, identify the topic you need to research. Once done, make a list of the attributes of the research and its purpose.
• Identify research sources: Subsequently, explain the sources of information that will provide you with the most relevant data applicable to your research.
• Collect existing data: Once the sources of information collection have been narrowed, check to see if previous data is available that is closely related to the topic. They can be obtained from various sources, such as newspapers, public libraries, government and non-government agencies, etc.
• Combine and compare: Once the data is collected, combine and compare it so that the information is not duplicated and put it together in an accessible format. Make sure to collect data from authentic sources so you don’t get in the way of your investigation.
• Analyze data: Analyze the data that is collected and identify if all the questions have been answered. If not, repeat the process to dig deeper into practical ideas.
• Most of the information is secondary research and readily available. There are many sources from which the data you need can be collected and used, as opposed to primary research, where data must be collected from scratch.
• It is a less expensive and time-consuming process, as the required data is readily available and does not cost much if it is extracted from authentic sources.
• The data that is collected through secondary or desktop research gives organizations or companies an idea about the effectiveness of primary research. Thus, a hypothesis can be formed and the cost of conducting the primary research can be evaluated.
• Doing desk research is faster due to the availability of data. It can be completed in a few weeks, depending on the objective of the companies or the scale of the data required.

Disadvantages

• Although the data is readily available, the credibility and authenticity of the available information must be assessed.
• Not all secondary data resources offer the latest reports and statistics. Even when they are accurate, they may not be up to date.

Desk research is a very popular research method, because it uses existing and reliable data that can be easily obtained. This is a great benefit for businesses and organizations as it increases the effectiveness of the investigation.

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What Is Desk Research? Meaning, Methodology, Examples

Apr 4, 2024

10 min. read

Research in the digital age takes many shapes and forms. There are traditional methods that collect first-hand data via testing, focus groups, interviews, and proprietary data. And then there are ways to tap into the time and effort others have put into research, playing “armchair detective” by conducting desk research .

Desk research gives you a shortcut to insights by pulling data from other resources, which is crucial for understanding the customer journey . It takes less time and is more cost-effective compared to conducting primary market research . Most importantly, it can give you the consumer insights you need to make important business decisions.

Let’s explore the official desk research definition along with types of desk research, methodologies, examples, and how to do desk research effectively.

Desk Research Meaning: What is Desk Research?

Advantages and limitations of desk research, desk research methodology and methods, how to conduct desk research effectively, best practices for desk research, applications of desk research, how to conduct desk research with meltwater.

Desk Research definition: Desk research, also known as secondary research or complementary research , involves gathering information and data from existing sources, such as books, journals, articles, websites, reports, and other published materials. Users analyze and synthesize information from already available information.

Companies use desk research at the onset of a project to gain a better understanding of a topic, identify knowledge gaps, and inform the next stages of research. It can also supplement original findings and provide context and background information.

Desk research gives marketers attractive advantages over traditional primary research, but it’s not without its shortcomings. Let’s explore these in more detail.

Desk research advantages

• Quick insights. Conducting interviews, focus groups, panels, and tests can take weeks or even months, along with additional time to analyze your findings. With desk research, you can pull from existing information to gain similar results in less time.
• Cost-effectiveness. Desk market research is usually less expensive than primary research because it requires less time and fewer resources. You don’t have to recruit participants or administer surveys, for example.
• Accessibility. There’s a world of data out there ready for you to leverage, including online databases, research studies, libraries, and archives.
• Diverse sources. Desk market research doesn’t limit you to one information source. You can use a combination of sources to gain a comprehensive overview of a topic.

Want to see how Meltwater can supercharge your market research efforts? Simply fill out the form at the bottom of this post and we'll be in touch.

Desk research limitations 

• Data quality. Marketers don’t know how reliable or valid the data is, which is why it’s important to choose your sources carefully. Only use data from credible sources, ideally ones that do not have a financial interest in the data’s findings.
• Less control. Users are at the mercy of the data that’s available and cannot tailor it to their needs. There’s no opportunity to ask follow-up questions or address specific research needs.
• Potential bias. Some sources may include biased findings and/or outdated information, which can lead to inaccurate conclusions. Users can mitigate the risk of bias by relying only on credible sources or corroborating evidence with multiple sources.

Desk research typically involves multiple sources and processes to gain a comprehensive understanding of an idea. There are two main desk methodologies: qualitative research and quantitative research .

• Qualitative research refers to analyzing existing data (e.g., interviews, surveys, observations) to gain insights into people's behaviors, motivations, and opinions. This method delves deeper into the context and meaning behind the data.
• Quantitative research refers to analyzing and interpreting numerical data to draw conclusions and make predictions. This involves quantifying patterns and trends to find relationships between variables.

Both desk research methodologies use a variety of methods to find and analyze data and make decisions.

Examples of desk research methods include but are not limited to:

• Literature review. Analyze findings from various types of literature, including medical journals, studies, academic papers, books, articles, online publications, and government agencies.
• Competitor analysis . Learn more about the products, services, and strategies of your competitors, including identifying their strengths and weaknesses, market gaps, and overall sentiment.
• Social listening . Discover trending topics and sentiments on social media channels to learn more about your target audience and brand health.
• Consumer intelligence . Understand your audience based on digital behaviors, triggers, web usage patterns, and interests.
• Market research . Analyze market reports, industry trends, demographics, and consumer buying patterns to identify market opportunities and strengthen your positioning.

Now let’s look at how to use these methods to their full potential.

While desk research techniques can vary, they all follow a similar formula. Here’s how you can conduct desk research effectively, even if it’s your first time.

1. Define your objective

Desk research starts with a specific question you want to answer. 

In marketing , your objective might be to:

• Learn about Gen Z buying behaviors for home goods
• Gauge the effectiveness of influencer marketing for food brands
• Understand the pain points of your competitor’s customers

These questions can help you find credible sources that can provide answers.

2. Choose reliable data sources

Based on your objectives, start collecting secondary data sources that have done the heavy lifting for you. Examples include:

• Market reports (often available as gated assets from research companies)
• Trade publications
• Academic journals
• Company websites
• Government publications and data
• Online databases and resources, such as Google Scholar 
• Secondary research companies or market research tools like Meltwater and Linkfluence
• Online blogs, articles, case studies, and white papers from credible sources

In many cases, you’ll use a combination of these source types to gain a thorough answer to your question.

3. Start gathering evidence

Go through your source materials to start answering your question. This is usually the most time-intensive part of desk research; you’ll need to extract insights and do some fact-checking to trust those insights.

One of your top priorities in this step is to use reliable sources. Here are some ways you can evaluate sources to use in your desk research:

• Consider the authority and reputation of the source (e.g., do they have expertise in your subject)
• Check whether the content is sponsored, which could indicate bias
• Assess whether the data is current
• Evaluate the publisher’s peer review processes , if applicable
• Review the content’s citations and references
• Seek consensus among multiple sources
• Use sources with built-in credibility, such as .gov or .edu sites or well-known medical and academic journals

If your source materials have supporting elements, such as infographics, charts, or graphs, include those with your desk research.

4. Cross-reference your findings with other sources

For desk research to be effective, you need to be able to trust the data you find. One way to build trust is to cross-reference your findings with other sources. 

For instance, you might see who else is citing the same sources you are in their research. If there are reputable companies using those same sources, you might feel they’re more credible compared to a random internet fact that lacks supporting evidence. 

5. Draw your conclusions & document the results

Organize and synthesize your findings in a way that makes sense for your objectives. Consider your stakeholders and why the information is important.

For example, the way you share your research with an internal team might have a different structure and tone compared to a client-facing document.

Bonus tip: Include a list of sources with your documentation to build credibility in your findings. 

When conducting desk research, follow these best practices to ensure a reliable and helpful outcome.

Organize and manage your research data

It’s helpful to have a system to organize your research data. This way, you can easily go back to review sources or share information with others. Spreadsheets, databases, and platforms like Meltwater for market research are great options to keep your desk research in one place.

Create actionable recommendations

It’s not enough to state your findings; make sure others know why the data matters. Share the data along with your conclusions and recommendations for what to do next.

Remember, desk research is about decision-making, not the data itself.

Document your sources

Whether you choose to share your sources or not, it’s best practice to document your sources for your own records. This makes it easier to provide evidence if someone asks for it or to look back at your research if you have additional questions.

Now for the big question: How can marketers apply desk research to their day-to-day tasks?

Try these desk research examples to power your marketing efforts.

Use desk research for market intelligence

Markets, preferences, and buying habits change over time, and marketers need to stay up to date on their industries. Desk research can provide market intelligence insights, including new competitors, trends, and audience segments that may impact your business.

Apply desk research in competitive analysis

Desk research can help you identify your true competitors and provide more context about their strengths and weaknesses. Marketers can use this intel to improve their positioning and messaging. For instance, a competitor’s weak spot might be something your company does well, and you can emphasize this area in your messaging.

Include desk research in content strategy and audience analysis

Desk research can support consumer intelligence by helping you define various audience segments and how to market to them. These insights can help you develop content and creative assets on the right topics and in the right formats, as well as share them in the best channels to reach your audience.

Emerging technologies like Meltwater's integrated suite of solutions have a strong impact on desk research, helping you streamline how you find and vet data to support your desired topics.

Using a combination of data science, AI, and market research expertise, Meltwater offers the largest media database of its kind to help marketers learn more about their audience and how to connect with them. Millions of real-time data points cover all niches, topics, and industries, giving you the on-demand insights you need.

Our clients use Meltwater for desk research to measure audience sentiment and identify audience segments as well as to conduct competitor analysis , social listening , and brand monitoring , all of which benefit from real-time data. 

Learn more about how you can leverage Meltwater as a research solution when you request a demo by filling out the form below:

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• Desk Research: Definition, Types, Application, Pros & Cons

If you are looking for a way to conduct a research study while optimizing your resources, desk research is a great option. Desk research uses existing data from various sources, such as books, articles, websites, and databases, to answer your research questions. 

Let’s explore desk research methods and tips to help you select the one for your research.

What Is Desk Research?

Desk research, also known as secondary research or documentary research, is a type of research that relies on data that has already been collected and published by others. Its data sources include public libraries, websites, reports, surveys, journals, newspapers, magazines, books, podcasts, videos, and other sources. 

When performing desk research, you are not gathering new information from primary sources such as interviews, observations, experiments, or surveys. The information gathered will then be used to make informed decisions.

The most common use cases for desk research are market research , consumer behavior , industry trends , and competitor analysis .

How Is Desk Research Used?

Here are the most common use cases for desk research:

• Exploring a new topic or problem
• Identifying existing knowledge gaps
• Reviewing the literature on a specific subject
• Finding relevant data and statistics
• Analyzing trends and patterns
• Evaluating competitors and market trends
• Supporting or challenging hypotheses
• Validating or complementing primary research

Types of Desk Research Methods

There are two main types of desk research methods: qualitative and quantitative. 

• Qualitative Desk Research 

Analyzing non-numerical data, such as texts, images, audio, or video. Here are some examples of qualitative desk research methods:

Content analysis – Examining the content and meaning of texts, such as articles, books, reports, or social media posts. It uses data to help you identify themes, patterns, opinions, attitudes, emotions, or biases.

Discourse analysis – Studying the use of language and communication in texts, such as speeches, interviews, conversations, or documents. It helps you understand how language shapes reality, influences behavior, constructs identities, creates power relations, and more.

Narrative analysis – Analyzing the stories and narratives that people tell in texts, such as biographies, autobiographies, memoirs, or testimonials. This allows you to explore how people make sense of their experiences, express their emotions, construct their identities, or cope with challenges.

• Quantitative Desk Research

Analyzing numerical data, such as statistics, graphs, charts, or tables. 

Here are common examples of quantitative desk research methods:

Statistical analysis : This method involves applying mathematical techniques and tools to numerical data, such as percentages ratios, averages, correlations, or regressions.

You can use statistical analysis to measure, describe, compare, or test relationships in the data.

Meta-analysis : Combining and synthesizing the results of multiple studies on a similar topic or question. Meta-analysis can help you increase the sample size, reduce the margin of error, or identify common findings or discrepancies in data.

Trend analysis : This method involves examining the changes and developments in numerical data over time, such as sales, profits, prices, or market share. It helps you identify patterns, cycles, fluctuations, or anomalies. 

Examples of Desk Research

Here are some real-life examples of desk research questions:

• What are the current trends and challenges in the fintech industry?
• How do Gen Z consumers perceive money and financial services?
• What are the best practices for conducting concept testing for a new fintech product?
• Documentary on World War II and its effect on Austria as a country

You can use the secondary data sources listed below to answer these questions:

Industry reports and publications

• Market research surveys and studies
• Academic journals and papers
• News articles and blogs
• Podcasts and videos
• Social media posts and reviews
• Government and non-government agencies

How to Choose the Best Type of Desk Research

The main factors for selecting a desk research method are:

• Research objective and question
• Budget and deadlines
• Data sources availability and accessibility.
• Quality and reliability of data sources
• Your data analysis skills

Let’s say your research question requires an in-depth analysis of a particular topic, a literature review may be the best method. But if the research question requires analysis of large data sets, you can use trend analysis.

Differences Between Primary Research and Desk Research

The main difference between primary research and desk research is the source of data. Primary research uses data that is collected directly from the respondents or participants of the study. Desk research uses data that is collected by someone else for a different purpose.

Another key difference is the cost and time involved. Primary research is usually more expensive, time-consuming, and resource-intensive than desk research. However, it can also provide you with more specific, accurate, and actionable data that is tailored to your research goal and question.

The best practice is to use desk-based research before primary research; it refines the scope of the work and helps you optimize resources.

Read Also – Primary vs Secondary Research Methods: 15 Key Differences

How to Conduct a Desk Research

Here are the four main steps to conduct desk research:

• Define Research Goal and Question

What do you want to achieve with your desk research? What problem do you want to solve or what opportunity do you want to explore? What specific question do you want to answer with your desk research?

• Identify and Evaluate Data Sources

Where can you find relevant data for your desk research? How relevant and current are the data sources for your research? How consistent and comparable are they with each other? 

You can evaluate your data sources based on factors such as- 

– Authority: Who is the author or publisher of the data source? What are their credentials and reputation? Are they experts or credible sources on the topic?

– Accuracy: How accurate and precise is the data source? Does it contain any errors or mistakes? Is it supported by evidence or references?

– Objectivity: How objective and unbiased is the data source? Does it present facts or opinions? Does it have any hidden agenda or motive?

– Coverage: How comprehensive and complete is the data source? Does it cover all aspects of your topic? Does it provide enough depth and detail?

– Currency: How current and up-to-date is the data source? When was it published or updated? Is it still relevant to your topic?

• Collect and Analyze Your Data

How can you collect your data efficiently and effectively? What tools or techniques can you use to organize and analyze your data? How can you interpret your data with your research goal and question?

• Present and Report Your Findings

How can you communicate your findings clearly and convincingly? What format or medium can you use to accurately record your findings?

You can use spreadsheets, presentation slides, charts, infographics, and more.

Advantages of Desk Research

• Cost Effective

It is cheaper and faster than primary research, you don’t have to collect new data or report them. You can simply analyze and leverage your findings to make deductions.

• Prevents Effort Duplication

Desk research provides you with a broad and thorough overview of the research topic and related issues. This helps to avoid duplication of efforts and resources by using existing data.

• Improves Data Validity

Using desk research, you can compare and contrast various perspectives and opinions on the same topic. This enhances the credibility and validity of your research by referencing authoritative sources.

• Identify Data Trends and Patterns

 It helps you to identify new trends and patterns in the data that may not be obvious from primary research. This can help you see knowledge and research gaps to offer more effective solutions.

Disadvantages of Desk Research

• Outdated Information

One of the main challenges of desk research is that the data may not be relevant, accurate, or up-to-date for the specific research question or purpose. Desk research relies on data that was collected for a different reason or context, which may not match the current needs or goals of the researcher.

• Limited Scope

Another limitation of desk research is that it may not provide enough depth or insight into qualitative aspects of the market, such as consumer behavior, preferences, motivations, or opinions. 

Data obtained from existing sources may be biased or incomplete due to the agenda or perspective of the source.

Read More – Research Bias: Definition, Types + Examples

• Data Inconsistencies

It may also be inconsistent or incompatible with other data sources due to different definitions or methodologies.

• Legal and Technical Issues

Desk research data may also be difficult to access or analyze due to legal, ethical, or technical issues.

How to Use Desk Research Effectively

Here are some tips on how to use desk research effectively:

• Define the research problem and objectives clearly and precisely.
• Identify and evaluate the sources of secondary data carefully and critically.
• Compare and contrast different sources of data to check for consistency and reliability.
• Use multiple sources of data to triangulate and validate the findings.
• Supplement desk research with primary research when exploring deeper issues.
• Cite and reference the sources of data properly and ethically.

Desk research should not be used as a substitute for primary research, but rather as a complement or supplement. Combine it with primary research methods, such as surveys, interviews, observations, experiments, and others to obtain a more complete and accurate picture of your research topic.

Desk research is a cost-effective tool for gaining insights into your research topic. Although it has limitations, if you choose the right method and carry out your desk research effectively, you will save a lot of time, money, and effort that primary research would require.

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• desk research
• market research
• primary vs secondary research
• research bias
• secondary research
• Moradeke Owa

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How to Do Desk Research in 5 Simple Steps

Before you launch a product, you should get answers to several questions. The first and, we believe, most important one is to define the overall market situation and take a closer look at the potential customer. Mastering how to do desk research is a suitable, cost-effective way to get information for making data-driven decisions.

In this article, we’re going to highlight some essential tools for conducting desk research and defining user groups.

What is desk research?

Desk research (also called secondary research) is a research method that involves using existing data. This technique will allow you to get the first idea of your market and users “from your desk.”

Secondary research includes already published materials in reports, articles, or similar documents. We also recommend using software tools that can help you become more familiar with your users (you can find some of them below).

This method is much more cost-efficient than primary research and requests less time for conducting it. Still, a lot of analysis work should be done, and the result is really helpful. The best way is to mix qualitative user research and desk research. It’ll help you fit into your timelines and budgets.

Primary vs. secondary research

Since we’ve just mentioned primary research, let’s see what it is and how it differs from secondary desk research.

Primary research refers to the process of gathering firsthand data directly from the source, be it customers or prospects. This approach takes more time and effort than desk research, but you get the latest and most detailed information.

The most common primary research methods include the following:

• interviews;
• questionnaires;
• competitor reviews;
• focus groups;
• market mapping.

Secondary research , or desk research, involves analyzing existing data and information collected by someone else or for another project or research purpose. It’s often the starting point for market research, providing foundational knowledge from pre-existing data. This method is quicker and easier than primary research, but the information you get might be older or less specific.

The desk research methods include gathering data from the following sources:

• government databases;
• academic journals;
• social media.

While both research methodologies are helpful, you may be wondering when to use each. 

Go for primary research when you:

• need up-to-date information not readily available;
• study specific questions or problems not addressed in existing research;
• require in-depth info directly from your target audience;
• aim to test new ideas.

Desk research often paves the way for primary research. Chose this approach when you:

• need a basic overview of a topic or industry;
• want to get a background knowledge and context;
• aim to study existing trends and statistics;
• want to compare different perspectives on the same topic;
• seek to save time and resources.

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Pros and cons of desk research

Desk research is a valuable tool for any researcher. But, like any tool, it has its strengths and weaknesses. 

Pros of desk research

Using desk research methods is highly beneficial. Here are just several reasons for that:

• Budget-friendly. Compared to primary research, desk research is more cost-efficient. You’re using existing information at low to no cost instead of generating it yourself.
• Fast. Desk research lets you access data and reports instantly, offering quick insights without lengthy data collection.
• Scalable. Desk research allows you to cover vast amounts of data.
• Readily available data. Data for desk research is readily available online, and you can access it anytime.
• Insightful. With careful searching, you can find helpful reports, studies, and expert opinions that provide valuable perspectives on your topic.

Cons of desk research

Despite the advantages, desk research comes with its cons. Here’s what to prepare for:

• Outdated data. Data for desk research can quickly become outdated, so verifying its relevance is a must.
• Limited control. You’re relying on someone else’s data, meaning you can’t control its methodology or accuracy.
• Minimal exclusivity. Desk research findings are readily available to others, therefore they’re not exclusive to your unique project.
• Verification complexities. Verifying data sources and interpreting information can be time-consuming.

Types of internal and external data sources

Desk research is a way to gather insights literally without leaving your desk. But where do you find the necessary info? Let’s look at the secondary data sources available to you:

Internal data sources

Your company is already a goldmine of information. So before jumping into other types of desk research, consider digging into internal resources:

• Historical campaigns and sales. Review past campaigns, website traffic insights, sales conversions, and other relevant data.
• Product analytics. Dive into product analytics to learn more about different customer segments , user behavior, engagement patterns, performance metrics, and user flows.
• Internal research. Use existing internal research reports and studies (if any) and get insights from them.

External data sources

Besides studying your company information, there are plenty of external resources to explore. Look into the following examples of secondary data:

• Internet. Access any type of resources through the web.
• Commercial resources. Industry reports or market research studies by third-party firms can offer data specific to your topic.
• Trade associations. Use reports and resources from trade associations, for example, the Directory of Associations , the National Trade and Professional Associations Directory , or the Encyclopedia of Associations .
• Industry experts. Connect with industry thought leaders and analysts.
• Research associations. Access independent research papers and industry publications.
• Media. Monitor news, press releases, magazine articles, and TV and radio content to get information on your topic.
• Market research software. Leverage specialized software platforms that offer advanced analytics, reports, or access to industry data.
• Government data. Use statistics and reports from government agencies like the US Census Bureau , US Government Publishing Office , US Small Business Administration , and so on.
• Local government data. Get market data, demographic info, and employment trends through local gov websites.
• Public libraries. Access library databases through the Digital Public Library of America or the National Archives in the UK.
• Competitors. Study competitor websites, press releases, mailing lists, online reviews, and social media activity.
• Educational resources. Analyze academic research papers and journals relevant to your topic.

Examples of desk research

Let’s now explore some examples of design projects leveraging desk research:

Analyzing dreams with Sleepify

The creator of the Sleepify project sought a user-centric design for an app tracking dreams and well-being. They leveraged external desk research and competitor analysis to:

• study sleep’s impact on a person’s well-being through UCE Research and ePsychologi.pl platforms;
• discover the strengths and weaknesses of competitor apps.

The secondary research findings, along with quantitative research, were used for creating a high-fidelity prototype, ready for user testing and validation.

Keeping users fit with MYFIT

MYFIT project suggests creating a fitness app packed with workout routines, aimed to boost user engagement and retention. It is expected to be a clean, stylish, and modern fitness app designed to keep users active and motivated. The designer proposes to tackle this challenge by:

• researching user behavior and frustrations with existing apps using various methods;
• exploring why users abandon fitness apps;
• creating optimal user journeys.

Reaching personalized sales with AI

Designers aimed to explore the potential of using AI for personalized sales in the gaming industry. Their desk research targeted:

• The global market size of generative AI in business, its usage in gaming, and sales marketing.
• Industry gap. While personalization thrives in eCommerce, the gaming industry lags behind.

The insight the designers derived is that a personalized AI tool based on in-game actions, purchase history, demographics, and player data could revolutionize game sales.

Five steps to conduct desk research

As already mentioned, the reason to conduct research is to become more familiar with your users and potential customers. Your focus should be on collecting notable data and analyzing it. Here’s how to do this in five steps:

1. Determine your research topic and goal

Before even starting your research, ask yourself what you want to study and why. Outline the questions you aim to answer or the information you’re looking for. Is it to understand industry trends or handle customer journey mapping ? The more specific your question, the easier it will be to steer your research in the right direction.

2. Choose relevant secondary data sources

Go through internal and external resources relevant to your topic, making sure they are credible and objective. Make a list of resources suitable for your research topic and goals.

3. Explore existing data

Go down your resource list and find relevant data. Here’s what you can study:

Most likely, you should start with the existing text available in the public domain. What to look for? Everything! You can go through government or private companies’ reports, the original material on which these reports are based, conference proceedings, primary periodicals, official publications, and articles in newspapers and journals. 

This method of data collection is the most inexpensive and nontime-consuming way.

Document analysis is an important part of business analysis . This process includes the examination of existing documents and recordings. In some way, you are using the research that has already been completed.

The objective of this process is to track changes over the whole period. You can analyze logs, email logs, databases, web analytics, minutes of meetings, staff reports, and information logs. These are only a few examples of the sources for this type of research.

For instance, before redesigning the existing product, you have to understand the reason for the low level of purchases or numerous complaints in support. Documents and records help track the interaction between employees and customers or between your current website and customers. This is the way to make correct conclusions.

Knowing your competitors helps analyze the existing solutions and define the current problems they cover. Obviously, to share the entire experience and provide an ultimate guide for conducting competitive research, we have to write a whole new article. Here are some points to pay attention to:

• determine the products your competitors offer;
• pay attention to their sales tactics and results;
• analyze how they market their products;
• take note of their content strategies;
• look at competitors’ social media presence, strategies, and go-to platforms;
• make a SWOT analysis to learn their strengths, weaknesses, opportunities, and threats.

There are a lot of tools that may help. We’d like to share some of those that we use while conducting desk research:

• Crunchbase is a live company database, which updates constantly. This tool helps you identify upcoming marketing tendencies. For example, you can find how many companies in a specific industry are raising.
• Capterra is an intermediary between buyers and technology vendors within the software industry. Here, you can find the most comprehensive lists of products per industry, reviews, ratings, and infographics, and easily compare needed competitors.
• Serpstat is one of the top-rated SEO tools and definitely will help you outline competitor analysis just by entering your domain.
• Semrush analyzes the data for you and gives you instant recommendations on SEO, content marketing, and advertising that help you improve your online visibility in days.

4. Organize and compare your data

Gathering data is just the beginning. Now, you should organize and make sense of it. Consider using mind maps or spreadsheets to structure your data. Remove any duplications as well.

5. Analyze your data

Now that you have your data in a digestible format, analyze it for helpful insights. Check if the gathered data answers the questions you aimed to study. If not, go back to step two and find other sources of information.

Useful resources for defining your user groups

As soon as you finalize your desk research, you will most likely be able to group your users. So now it’s time to take a deeper look at them. Here are some free tools you can use to identify your user personas.

Google Analytics

If you already have launched your website, don’t forget to insert the Google Analytics tracking code. It will help you get more information about your clients. Now we’ll share which reports we suggest using:

This report shows the key age group and gender of your website visitors. To kick off the demographic report, follow the flow: Audience tab at the left menu > Demographics > Overview.

Learn more about the preferred interests of your users. As you have already opened an Age or Gender report, you can add a secondary dimension. Select ‘Affinity Category’ at the dropdown. You will see all the segments your visitors are interested in. It is helpful to identify your ideal online customers at scale.

One more good analytics tool to identify the users who are actively researching and comparing items across the Google Display Network (YouTube, paid search results via AdWords, display ads via AdSense, etc.)

This report will provide you with an overview of all the languages your users have set in their browsers and the locations where they may live. It will be useful in understanding cultural differences and will decrease effort for your marketing campaigns.

If you’re going to create a mobile app, think about which devices your guests are most likely to use to access your website. Go to Audience > Benchmarking > Devices. After that, dive deeper into Mobile Devices’ info. You will see exactly which brand of mobile devices they are using. Go to Audience > Mobile > Devices.

So, we’ve just outlined some useful data to understand your users better. Now, let’s move forward to other sources.

Facebook Insights

As almost everyone over the Internet is a social media user, it is good to use the data it represents. It will help you create more target posts and campaigns that cover your customer needs.

If you already have a customer list or just a list of users with phones or email addresses, you can use it to gain extra information about these people.

You need a list in the .csv file. In the Facebook Ads Manager, you can create a custom audience. Then Facebook Audience Insights will finish uploading the list, and you will receive a ‘Ready’ notification. At this point, you can analyze your audience.

Initially, you need to open an Audience Insights tool. You can choose an Audience you want to analyze. This tool can give you access to such data:

• age, gender, and relationship status;
• lifestyle preferences, demographics, and interests;
• education level and job title;
• Facebook pages that are likely relevant to your audience;
• top cities, countries, and languages;
• frequency of certain activities;
• device usage;
• household size and estimated household income;
• homeownership status and house market value;
• spending methods, purchase behavior, and estimated retail and online retail spending habits.

Even if you don’t have a customer list yet, you can use generic insights connected to your Business Page. You can also use software tools that provide you with potential customer emails. Take a look at these tools:

• Snov.io helps find more convertible leads, verify contacts, track your lead’s progress, and automate cold outreach.
• Hunter is a cloud-based email search solution that helps businesses find emails on company websites, verify domains, compose follow-ups, and more.

Try to pull out the most useful insights about your potential users, finalize all the gathered information, and be sure your team is aware of the user groups you are trying to reach.  

LinkedIn is one more powerful resource for collecting data. A good LinkedIn profile is a pretty ready proto persona. You can discover the user’s location, career path and goals, achievements, and daily work responsibilities. It is especially useful for B2B marketing. By the way, if you are in this segment, you can also use tools like Leadfeeder to understand which companies are visiting your website.

Now, we will break out four components that could be revealed from LinkedIn: business attributes, pain points, hangouts, and values.

They give you a deeper view of the demographics of your business page followers and visitors. What can you gather here? You can see location, job function, seniority, industry, company size. There is also data about similar companies and the comparison in analytics. It’s a great specific tool to reinforce Google Analytics.

Pay attention to the sections ‘Summary,’ ‘Skills & Endorsements,’ ‘Activity,’ and ‘Interests.’ 

In ‘Summary,’ we can get an overview of the person’s work trajectory, education, and main skills. From the ‘Skills & Endorsements’ section, we can receive data about a person’s strengths and people who endorsed their skills (who can also be useful in the research). The ‘Activity’ section is a great way to observe what the person is talking about, what they like, and comment. ‘Interests’ shows a list of the following companies and people, so it is possible to examine what engages the person.

Company Page includes information about the history, size, and career opportunities. Such pages also may have stories about employees and their quotes. The company’s job descriptions show the professional attributes required of a candidate.

After gathering all this data, you can create a direct message to increase the chances that relevant people will view it. How to do it? Open your Company Page > Click on ‘Create Post’ > Manage Post Audience: from Anyone to Targeted audience. Add some specific details about your audience.

Use LinkedIn Advanced Search to earn data about market size and the number of required companies or people. By working on the filters, you can find more insights about locations, education, seniority levels, etc.

Last thoughts

Taking market temperature and understanding your audience are the key ingredients in a way to creating a successful product. Pay attention to detail, document the whole process, and share it with your team and all the stakeholders. Help them to keep an empathic approach to your product and audience.

Have a great time conducting research. If you will need professional help with it, feel free to contact us .

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What is the desk research method?

Secondary desk research is a research method that involves collecting and analyzing information from existing sources like reports, articles, and websites. This approach is particularly valuable in the early stages of prototyping , as it helps to gather essential insights with a streamlined resource investment.

How to do UX desk research?

To do UX desk research, follow these steps:

1.Define your goals and research questions,

2.Choose secondary data sources like usability studies or industry reports,

3.Go through the data relevant to your research,

4.Structure and compare the gathered data,

5.Analyze the data to make necessary UX improvements.

What are examples of desk research?

What are the two types of desk research techniques?

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What is Desk Research? Definition & Useful Tools

Desk research typically serves as a starting point for design projects, providing designers with the knowledge to guide their approach and help them make informed design choices.

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What is Desk Research?

Desk research (secondary research or literature review) refers to gathering and analyzing existing data from various sources to inform design decisions for UX projects. It’s usually the first step in a design project as it’s cost-effective and informs where teams may need to dig deeper.

This data can come from published materials, academic papers, industry reports, online resources, and other third-party data sources. UX designers or researchers use this information to supplement data, learn about certain markets/user groups, explore industry trends, understand specific topics, or navigate design challenges.

The importance of desk research in the design process

Desk research gives designers a comprehensive understanding of the context, users, and existing solutions. It allows designers to gather valuable insights without conducting primary research which can be time-consuming and resource-intensive.

Desk research helps designers better understand the problem space, explore best practices and industry trends , and identify potential design opportunities without reinventing the wheel while learning from others’ mistakes.

Primary Research vs. Secondary Research

• Primary research: new and original data from first-hand sources collected by the team, such as questionnaires, interviews, field research, or experiments, specifically for a particular research project.
• Secondary research: utilizing existing data sets and information that others have collected, including books, articles, reports, and databases.

Primary and secondary research complement each other in comprehensively understanding a topic or problem. While primary research provides new first-party data specifically for a project’s goals , secondary data leverages existing knowledge and resources to gain insights.

What is the Purpose of Desk Research?

Understanding the problem or design challenge

Desk research helps designers comprehensively understand the problem or design challenge. By reviewing existing knowledge and information, designers can grasp the context, identify pain points, and define the scope of their design project.

For example, when tasked with designing a new mobile banking app, desk research can provide insights into user preferences, common challenges in the banking industry, and emerging trends in mobile banking.

Gathering background information

Desk research allows designers to gather background information related to their design project. It helps them explore the domain, industry, target audience, and relevant factors that may influence their design decisions. 

For example, when designing a fitness-tracking app, desk research may involve collecting information about fitness activities, wearable technologies, and health guidelines.

Exploring existing solutions and best practices

Desk research enables designers to explore existing solutions and best practices. By studying successful designs, case studies, and industry standards, designers can learn from previous approaches and incorporate proven techniques.

For example, when creating a website’s navigation menu , desk research can involve analyzing navigation patterns used by popular websites to ensure an intuitive user experience.

Identifying trends and patterns

Desk research helps designers identify trends and patterns within the industry or user behavior. Designers examine market reports, user surveys, and industry publications to identify trends, emerging technologies, and user preferences.

For example, when designing a smart home app, desk research can involve analyzing market trends in connected devices and user expectations for seamless integration.

Informing decision-making and design choices

Desk research provides designers valuable insights that inform their decision-making and design choices. It helps designers make informed design decisions based on existing knowledge, data, and research findings.

For example, when selecting a color palette for a brand’s website, desk research can involve studying color psychology, cultural associations, and industry trends to ensure the chosen colors align with the brand’s values and resonate with the target audience.

Secondary Research Methods and Techniques

Researchers use these methods individually or in combination, depending on the specific design project and research objectives. They select and adapt these based on the nature of the problem, available resources, and desired outcomes.

• Literature review : gathers and analyzes relevant data from academic and research publications, government agencies, educational institutions, books, articles, and online resources (i.e., Google Scholar, social media, etc.). It helps designers gain a deeper understanding of existing knowledge, theories, and perspectives on the subject matter.
• Market research : studying and analyzing market reports, industry trends, consumer behavior, and demographic data. It provides valuable insights into the target market, user preferences, emerging trends, and potential opportunities for design solutions.
• Competitor analysis : examines and evaluates the products, services, and strategies of competitors in the market. By studying competitors’ strengths, weaknesses, and unique selling points, designers can identify gaps, potential areas for improvement, and opportunities to differentiate their designs.
• User research analysis : User research analysis involves reviewing and analyzing data collected from various user research methods, such as surveys, interviews, and usability testing. It helps designers gain insights into user needs, preferences, pain points, and behaviors, which inform the design decisions and enhance the user-centeredness of the final product.
• Data analysis : processing and interpreting quantitative and qualitative data from various sources, such as surveys, analytics, and user feedback. It helps designers identify patterns, trends, and correlations in the data, which can guide decision-making and inform design choices.

How to Conduct Desk Research

Defining research objectives and questions

Start by defining the research objectives and formulating specific research questions. A clear goal will inform the type and method of secondary research.

For example, if you’re designing a mobile app for fitness tracking, your research objective might be to understand user preferences for workout-tracking features. Your research question could be: “What are the most commonly used workout tracking features in popular fitness apps?”

Identifying and selecting reliable sources

Identify relevant and reliable sources of information that align with your research objectives. These sources include academic journals, industry reports, reputable websites, and case studies.

For example, you might refer to academic journals and industry reports on fitness technology trends and user behavior to gather reliable insights for your research.

Collecting and analyzing relevant information

Collect information from the selected sources and carefully analyze it to extract key insights. 

For example, you could collect data on user preferences for workout-tracking features by reviewing user reviews of existing fitness apps, analyzing market research reports, and studying user surveys conducted by fitness-related organizations.

Organizing and synthesizing findings

Organize the research data and synthesize the findings to identify common themes, patterns, and trends.

For example, you might categorize the collected data based on different workout tracking features, identify the most frequently mentioned features, and analyze user feedback to understand the reasons behind their preferences.

Limitations and Considerations of Secondary Research

Considering these desk research limitations and considerations allows designers to approach it with a critical mindset, apply appropriate methodologies to address potential biases, and supplement it with other research methods when necessary.

• Potential bias in sources: Desk research heavily relies on existing information, which may come from biased or unreliable sources. It is essential to critically evaluate the credibility and objectivity of the sources used to minimize the risk of incorporating biased information into the research findings.
• Limited access to certain information: Desk research may have limitations in accessing certain types of information, such as proprietary data or sensitive industry insights. This limited access can restrict the depth of the research and may require designers to rely on alternative sources or approaches to fill the gaps.
• Lack of real-time data: Desk research uses existing data and information, which may not always reflect the most up-to-date or current trends. It is essential to consider the data’s publication date and recognize that certain aspects of the research may require complementary methods, such as user research or market surveys, to capture real-time insights.
• Necessary cross-referencing and triangulation: Given the potential limitations and biases in individual sources, it is crucial to cross-reference information from multiple sources and employ triangulation techniques. This due diligence helps validate the findings and ensures a more comprehensive and accurate understanding of the subject matter.

Test Research Findings With UXPin’s Interactive Prototypes

Secondary research is the first step. Design teams must test and validate ideas with end-users using prototypes. With UXPin’s built-in design libraries , designers can build fully functioning prototypes using patterns and components from leading design systems, including Material Design, iOS, Bootstrap, and Foundation.

UXPin’s prototypes allow usability participants and stakeholders to interact with user interfaces and features like they would the final product, giving design teams high-quality insights to iterate and improve efficiency with better results.

These four key features set UXPin apart from traditional image-based design tools :

• States : create multiple states for a single UI element and design complex interactive components like dropdown menus , tab menus , navigational drawers , and more .
• Variables : create personalized, dynamic prototype experiences by capturing data from user inputs and using it throughout the prototype–like a personalized welcome message or email confirmation.
• Expressions : Javascript-like functions to create complex components and advanced functionality–no code required!
• Conditional Interactions : create if-then and if-else conditions based on user interactions to create dynamic prototypes with multiple outcomes to replicate the final product experience accurately.

Gain valuable insights with fully functioning prototypes to validate UX research hypotheses and make better design decisions. Sign up for a free trial to build your first interactive prototype with UXPin.

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Secondary research: definition, methods, & examples.

19 min read This ultimate guide to secondary research helps you understand changes in market trends, customers buying patterns and your competition using existing data sources.

In situations where you’re not involved in the data gathering process ( primary research ), you have to rely on existing information and data to arrive at specific research conclusions or outcomes. This approach is known as secondary research.

In this article, we’re going to explain what secondary research is, how it works, and share some examples of it in practice.

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What is secondary research?

Secondary research, also known as desk research, is a research method that involves compiling existing data sourced from a variety of channels . This includes internal sources (e.g.in-house research) or, more commonly, external sources (such as government statistics, organizational bodies, and the internet).

Secondary research comes in several formats, such as published datasets, reports, and survey responses , and can also be sourced from websites, libraries, and museums.

The information is usually free — or available at a limited access cost — and gathered using surveys , telephone interviews, observation, face-to-face interviews, and more.

When using secondary research, researchers collect, verify, analyze and incorporate it to help them confirm research goals for the research period.

As well as the above, it can be used to review previous research into an area of interest. Researchers can look for patterns across data spanning several years and identify trends — or use it to verify early hypothesis statements and establish whether it’s worth continuing research into a prospective area.

How to conduct secondary research

There are five key steps to conducting secondary research effectively and efficiently:

1.    Identify and define the research topic

First, understand what you will be researching and define the topic by thinking about the research questions you want to be answered.

Ask yourself: What is the point of conducting this research? Then, ask: What do we want to achieve?

This may indicate an exploratory reason (why something happened) or confirm a hypothesis. The answers may indicate ideas that need primary or secondary research (or a combination) to investigate them.

2.    Find research and existing data sources

If secondary research is needed, think about where you might find the information. This helps you narrow down your secondary sources to those that help you answer your questions. What keywords do you need to use?

Which organizations are closely working on this topic already? Are there any competitors that you need to be aware of?

Create a list of the data sources, information, and people that could help you with your work.

3.    Begin searching and collecting the existing data

Now that you have the list of data sources, start accessing the data and collect the information into an organized system. This may mean you start setting up research journal accounts or making telephone calls to book meetings with third-party research teams to verify the details around data results.

As you search and access information, remember to check the data’s date, the credibility of the source, the relevance of the material to your research topic, and the methodology used by the third-party researchers. Start small and as you gain results, investigate further in the areas that help your research’s aims.

4.    Combine the data and compare the results

When you have your data in one place, you need to understand, filter, order, and combine it intelligently. Data may come in different formats where some data could be unusable, while other information may need to be deleted.

After this, you can start to look at different data sets to see what they tell you. You may find that you need to compare the same datasets over different periods for changes over time or compare different datasets to notice overlaps or trends. Ask yourself: What does this data mean to my research? Does it help or hinder my research?

5.    Analyze your data and explore further

In this last stage of the process, look at the information you have and ask yourself if this answers your original questions for your research. Are there any gaps? Do you understand the information you’ve found? If you feel there is more to cover, repeat the steps and delve deeper into the topic so that you can get all the information you need.

If secondary research can’t provide these answers, consider supplementing your results with data gained from primary research. As you explore further, add to your knowledge and update your findings. This will help you present clear, credible information.

Primary vs secondary research

Unlike secondary research, primary research involves creating data first-hand by directly working with interviewees, target users, or a target market. Primary research focuses on the method for carrying out research, asking questions, and collecting data using approaches such as:

• Interviews (panel, face-to-face or over the phone)
• Questionnaires or surveys
• Focus groups

Using these methods, researchers can get in-depth, targeted responses to questions, making results more accurate and specific to their research goals. However, it does take time to do and administer.

Unlike primary research, secondary research uses existing data, which also includes published results from primary research. Researchers summarize the existing research and use the results to support their research goals.

Both primary and secondary research have their places. Primary research can support the findings found through secondary research (and fill knowledge gaps), while secondary research can be a starting point for further primary research. Because of this, these research methods are often combined for optimal research results that are accurate at both the micro and macro level.

Sources of Secondary Research

There are two types of secondary research sources: internal and external. Internal data refers to in-house data that can be gathered from the researcher’s organization. External data refers to data published outside of and not owned by the researcher’s organization.

Internal data

Internal data is a good first port of call for insights and knowledge, as you may already have relevant information stored in your systems. Because you own this information — and it won’t be available to other researchers — it can give you a competitive edge . Examples of internal data include:

• Database information on sales history and business goal conversions
• Information from website applications and mobile site data
• Customer-generated data on product and service efficiency and use
• Previous research results or supplemental research areas
• Previous campaign results

External data

External data is useful when you: 1) need information on a new topic, 2) want to fill in gaps in your knowledge, or 3) want data that breaks down a population or market for trend and pattern analysis. Examples of external data include:

• Government, non-government agencies, and trade body statistics
• Company reports and research
• Competitor research
• Public library collections
• Textbooks and research journals
• Media stories in newspapers
• Online journals and research sites

Three examples of secondary research methods in action

How and why might you conduct secondary research? Let’s look at a few examples:

1.    Collecting factual information from the internet on a specific topic or market

There are plenty of sites that hold data for people to view and use in their research. For example, Google Scholar, ResearchGate, or Wiley Online Library all provide previous research on a particular topic. Researchers can create free accounts and use the search facilities to look into a topic by keyword, before following the instructions to download or export results for further analysis.

This can be useful for exploring a new market that your organization wants to consider entering. For instance, by viewing the U.S Census Bureau demographic data for that area, you can see what the demographics of your target audience are , and create compelling marketing campaigns accordingly.

2.    Finding out the views of your target audience on a particular topic

If you’re interested in seeing the historical views on a particular topic, for example, attitudes to women’s rights in the US, you can turn to secondary sources.

Textbooks, news articles, reviews, and journal entries can all provide qualitative reports and interviews covering how people discussed women’s rights. There may be multimedia elements like video or documented posters of propaganda showing biased language usage.

By gathering this information, synthesizing it, and evaluating the language, who created it and when it was shared, you can create a timeline of how a topic was discussed over time.

3.    When you want to know the latest thinking on a topic

Educational institutions, such as schools and colleges, create a lot of research-based reports on younger audiences or their academic specialisms. Dissertations from students also can be submitted to research journals, making these places useful places to see the latest insights from a new generation of academics.

Information can be requested — and sometimes academic institutions may want to collaborate and conduct research on your behalf. This can provide key primary data in areas that you want to research, as well as secondary data sources for your research.

Advantages of secondary research

There are several benefits of using secondary research, which we’ve outlined below:

• Easily and readily available data – There is an abundance of readily accessible data sources that have been pre-collected for use, in person at local libraries and online using the internet. This data is usually sorted by filters or can be exported into spreadsheet format, meaning that little technical expertise is needed to access and use the data.
• Faster research speeds – Since the data is already published and in the public arena, you don’t need to collect this information through primary research. This can make the research easier to do and faster, as you can get started with the data quickly.
• Low financial and time costs – Most secondary data sources can be accessed for free or at a small cost to the researcher, so the overall research costs are kept low. In addition, by saving on preliminary research, the time costs for the researcher are kept down as well.
• Secondary data can drive additional research actions – The insights gained can support future research activities (like conducting a follow-up survey or specifying future detailed research topics) or help add value to these activities.
• Secondary data can be useful pre-research insights – Secondary source data can provide pre-research insights and information on effects that can help resolve whether research should be conducted. It can also help highlight knowledge gaps, so subsequent research can consider this.
• Ability to scale up results – Secondary sources can include large datasets (like Census data results across several states) so research results can be scaled up quickly using large secondary data sources.

Disadvantages of secondary research

The disadvantages of secondary research are worth considering in advance of conducting research :

• Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to be updated. Also, fast-moving markets may find secondary data expires very quickly.
• Secondary research needs to be verified and interpreted – Where there’s a lot of data from one source, a researcher needs to review and analyze it. The data may need to be verified against other data sets or your hypotheses for accuracy and to ensure you’re using the right data for your research.
• The researcher has had no control over the secondary research – As the researcher has not been involved in the secondary research, invalid data can affect the results. It’s therefore vital that the methodology and controls are closely reviewed so that the data is collected in a systematic and error-free way.
• Secondary research data is not exclusive – As data sets are commonly available, there is no exclusivity and many researchers can use the same data. This can be problematic where researchers want to have exclusive rights over the research results and risk duplication of research in the future.

When do we conduct secondary research?

Now that you know the basics of secondary research, when do researchers normally conduct secondary research?

It’s often used at the beginning of research, when the researcher is trying to understand the current landscape . In addition, if the research area is new to the researcher, it can form crucial background context to help them understand what information exists already. This can plug knowledge gaps, supplement the researcher’s own learning or add to the research.

Secondary research can also be used in conjunction with primary research. Secondary research can become the formative research that helps pinpoint where further primary research is needed to find out specific information. It can also support or verify the findings from primary research.

You can use secondary research where high levels of control aren’t needed by the researcher, but a lot of knowledge on a topic is required from different angles.

Secondary research should not be used in place of primary research as both are very different and are used for various circumstances.

Questions to ask before conducting secondary research

Before you start your secondary research, ask yourself these questions:

• Is there similar internal data that we have created for a similar area in the past?

If your organization has past research, it’s best to review this work before starting a new project. The older work may provide you with the answers, and give you a starting dataset and context of how your organization approached the research before. However, be mindful that the work is probably out of date and view it with that note in mind. Read through and look for where this helps your research goals or where more work is needed.

• What am I trying to achieve with this research?

When you have clear goals, and understand what you need to achieve, you can look for the perfect type of secondary or primary research to support the aims. Different secondary research data will provide you with different information – for example, looking at news stories to tell you a breakdown of your market’s buying patterns won’t be as useful as internal or external data e-commerce and sales data sources.

• How credible will my research be?

If you are looking for credibility, you want to consider how accurate the research results will need to be, and if you can sacrifice credibility for speed by using secondary sources to get you started. Bear in mind which sources you choose — low-credibility data sites, like political party websites that are highly biased to favor their own party, would skew your results.

• What is the date of the secondary research?

When you’re looking to conduct research, you want the results to be as useful as possible , so using data that is 10 years old won’t be as accurate as using data that was created a year ago. Since a lot can change in a few years, note the date of your research and look for earlier data sets that can tell you a more recent picture of results. One caveat to this is using data collected over a long-term period for comparisons with earlier periods, which can tell you about the rate and direction of change.

• Can the data sources be verified? Does the information you have check out?

If you can’t verify the data by looking at the research methodology, speaking to the original team or cross-checking the facts with other research, it could be hard to be sure that the data is accurate. Think about whether you can use another source, or if it’s worth doing some supplementary primary research to replicate and verify results to help with this issue.

We created a front-to-back guide on conducting market research, The ultimate guide to conducting market research , so you can understand the research journey with confidence.

In it, you’ll learn more about:

• What effective market research looks like
• The use cases for market research
• The most important steps to conducting market research
• And how to take action on your research findings

Download the free guide for a clearer view on secondary research and other key research types for your business.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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Desk research: the what, why and how

The “where” (at your desk) and the “when” (at the beginning of your project) are easy questions to answer. But what is it, why do you need to to do it, and how should you go about doing desk research to make sure it adds value to your project? —  David Travis , Jan 4, 2016

By David Travis Jan 4, 2016 / strategy

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What is desk research?

Desk research is another name for secondary research. Broadly speaking, there are two types of research activity: primary research (where you go out and discover stuff yourself); and secondary research (where you review what other people have done). Desk research is not about collecting data. Instead, your role as a user researcher carrying out desk research is to review previous research findings to gain a broad understanding of the field.

Why do desk research?

Before carrying out a field visit, developing a prototype, running a usability test, or embarking on any project that you want to be user centred, it makes sense to see what people have done in the past that relates to the product’s domain. Although it’s unlikely that anyone has carried out the exact research activity you’re planning, someone has almost certainly tried to answer related questions. Reviewing this research is the quickest and cheapest way to understand the domain.

Carrying out desk research is a critical first step, for at least three reasons:

• If you don’t know what has gone before, you won’t know when you’ve discovered something new.
• You’ll sound credible when you get face-to-face with users and stakeholders. If you’ve not done this “due diligence”, you’ll ask dumb or irrelevant questions and may find your participants cut your sessions short.
• Failing to do preparatory research is disrespectful of your participants’ time. You may get less than an hour with a user of your system. Do you really want to waste half that time understanding the domain issues that you could have covered elsewhere?

How do you approach desk research?

At this point, I’ve had many user researchers tell me that they’re working on a bleeding edge design project so there isn’t any desk research to do. There’s a common misconception that no research exists.

In my experience, there is almost always something you can build upon. Here’s an approach I take to go about finding it. It helps me stay focussed but also makes sure that I remember to check all the possible nooks and crannies where relevant research findings may be hiding.

A Venn diagram showing users, goals and environments. Where these three overlap is the sweet spot for user research.

The Venn diagram describes the context of use: your users, their goals and the environments where the action occurs. The best kind of research is where all three of these dimensions overlap: field visits that focus on your users trying to achieve their goals in context. This kind of research is so specific and relevant to your project that it may be hard to find, so don’t get discouraged if you can’t turn anything up in this area.

This set of Venn diagrams shows that research into the overlap between users and goals, environments and goals and users and envrionments can also yield useful insights.

But there is potentially useful research in the other areas of overlap on our Venn diagram. This falls into three broad areas:

• Research about your users and their goals, but that was not carried out in context. This kind of research will take the form of surveys, customer interviews and focus groups.
• Research that addresses the goals your system will support and the environment it will be used in, but doesn’t tell us much about users. Examples include call centre or web analytics.
• Research that uncovers information about your users in their environment, but that may not address the goals that your system will support. This will take the form of field research by teams who are designing a product for the same kinds of user but to meet different needs.

The most likely place you’ll find this kind of research is within your own organisation. But you need to be prepared to dig. This is because research findings, especially on agile projects, are often treated as throw-away by-products that apply to a specific project. The findings aren’t shared outside the design team but typically make a fleeting appearance on a research wall or end up buried in someone’s email inbox. Even when research findings are written down, and even when the report is archived somewhere, people typically don’t know how to go about finding it. Organisations are generally poor at creating a shared repository of knowledge and rarely teach staff how to use the intranet or where past reports might be located. The result of these obstacles is that companies waste time and money either doing research that already exists or asking the wrong research questions.

So within your organisation, you should:

• Talk to your stakeholders. Get to know the product owner and understand their goals, vision and concerns.
• Examine call centre analytics or web analytics (if there is an existing service).
• Talk to front line, customer facing people who currently interact with users.

In almost every project, you'll find some research that exists into users, goals and environments. This may not be directly relevant to your specific research questions but it will help you become knowledgeable about the domain.

Once you’ve covered the areas of overlap, your next step is to look for more generic information about your users, the environment in which they’ll use the system, and the kinds of goals your system will support.

• What research has been done with your users, even if it’s not directly relevant to their goals when using your system?
• What research has been done on the kind of goals your system will support, even if the research has been done with a different user group?
• What research exists on the kinds of environment where you expect your system to be used (environment means hardware, software and the physical and social environments in which your system will be used).

In this step, you’ll find it useful to:

• Review existing research done by Government organisations.'In the UK, the Office for National Statistics has a wealth of information about citizens that may be useful to understand your users, such as demographics about Internet users , consumer trends and facts about online retail sales in the UK
• Review research carried out by relevant charities. For example, if you’re developing a new kind of tool to help diabetics measure their sugar levels, you should bookmark the research done by Diabetes UK . Web sites like Charity Choice allow you to browse through and locate hundreds of different charitable organisations so you’re bound to find at least one that’s relevant.
• Search Google Scholar to find relevant research carried out by universities. Although you may struggle to appreciate the nuances of certain academic arguments, you could always use this route to find the researcher’s contact details and give them a call.
• If your system will be used in a work context, study interviews at careers web sites. For example, The Guardian's careers section has interviews with people working as tattoo artists , forensic scientists , and as a royal footman so the chances are that you'll be able to get some context for whatever job title your system is aimed at. You should also check the Guardian's " What I'm Really Thinking " series.

Judging the quality of the research you find

Judging the quality of research is a whole article in itself. Fortunately, Philip Hodgson’s guidelines for reviewing consumer research reports has it covered.

There’s just one thing I’d add to Philip’s guidelines. Beware of dismissing research just because it was done a few years ago. People new to research often make the mistake of viewing research reports like so many yogurts in a fridge where the sell-by dates have expired. Just because it was done a couple of years ago, don’t think it’s no longer relevant. The best research tends to focus on human behaviour, and that tends to change very slowly.

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About the author

Dr. David Travis ( @userfocus ) has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on user experience including Think Like a UX Researcher . If you like his articles, you might enjoy his free online user experience course .

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• Is Consumer Research Losing Its Focus?
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What Is Desk Research And How To Do It?

When it comes to pushing out a product to market, research and usability testing raises your chances of success. We have already covered a lot of different research and testing topics , but this time we wanted to focus on one of the easiest research methods – desk research. What is it and how you can do it?

What Is Desk Research?

There’s two types of research – primary and secondary. Primary research is when you actually go out and get first-hand data and gather information “in the wild”. Secondary research, which includes desk research, is when you look at secondary data or data that’s already available . So, instead of interviewing users or doing A/B testing (primary research) you just search for and sort through everything others published that is relevant to the issue at hand. The resources you find may vary greatly from simple articles, through industry reports to complex studies done by research institutes. All those things can be done from your desk or desktop (which is why some call desk research desktop research). That’s why this particular method of research is so popular.

Why Should You Do Desk Research?

There’s a common misconception that desk research will not be of any value to you, because the project is so cutting-edge and really innovative. And while that may be true, that doesn’t mean you should just rely on primary research. The data available online may not be 100% accurate but it doesn’t mean it’s not relevant to your project. You should search for any information that can be found about the specific market your business operates on. Doing this will save you time when planning your primary research and will help you ask your users more relevant questions. That’s the number one reason people do desk research – trying to find out information that somebody already researched and published is just a waste of time.

Besides that, desk research is completely free. Sitting at your desk, looking at market research, analyzing data and making conclusions is definitely cheaper than organizing primary research activities like focus groups or 1:1 interviews. It’s kind of like preparing for a job interview – you need to first get yourself familiar with the company you’re interviewing for, their market, process, competition etc. Otherwise you will seem unprofessional. To sum up, desk research is free, can be done right at your desk anytime and anywhere and will get you the information necessary to be more prepared for your other research activities.

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How to carry out desk research.

Because desk research is focused on searching for existing information, people tend to get lost in the available resources. If you just search for your question in Google you will get thousands and thousands of results. And you may find that quite overwhelming. Which sources should you trust? How to use available statistics? Which research is relevant to your specific business? How to sort through this information ? Your desk-based research should fall into one of these categories: users, their goals, their environment or an overlap of two or more of those. Here’s a Venn diagram we use to help us identify which pieces of information we found will be useful:

As you can see, the diagram has three circles which overlap. Each represents something that is a contact for how the users use your product. The spot where all three (users, goals and environments) overlap is the best kind of market research. And that’s because it contains information about who uses your product in a very specific context.

However, this kind of information is very hard to obtain, especially from secondary data. You will usually need to gather primary data from field visits to get such specific information. But that doesn’t make other data not relevant. You may not find market research that lies within all those categories. But there’s definitely some research published that will get you an overview of your users and their environments or the users and their goals. Just remember, desk research is not here to replace any research activities. It’s here to help you refine your studies.

Which Kinds Of Research To Look For?

Based on the diagram above, you can see that you can search for research that falls into three areas: users and goals, users and environments as well as environments and goals. When in doubt, you can always check the diagram to see which category does a specific research piece fall into. Here’s what to look for during your desk research:

• Research that covers your users and their goals but not in the context of their environment. This type of information can be found in the form of surveys, focus groups or customer interviews. All those will get you data about the target audience and their needs. But you will not get any information about how they might use the product in their natural environment.
• Research that provides information about what goals users want to achieve and their use environment but doesn’t cover the actual users themselves. This type of information may be published as a call centre analysis or a web analysis.
• Research that has information about the users in their environment but doesn’t contain any data on their goals. This can be found in the form of market research for the same target group but different functionalities.

Resource Types To Look For

These three types of data will help you find missing spots that you can fill in later with your field research. It may be hard to find articles and studies that cover those topics, so don’t forget to look inside your company. Chances are, there’s a lot of data from previous projects that can be used to aid your efforts. Another great resource are government websites and research institutes. They often publish a lot of different research papers, so finding the one most useful for you may take some time. But the quality of market research from those sources is top-notch! Also, when you search for data, opt for using Google Scholar. It’s a specific section of Google that you can use to find scientific, data-based research and academic papers. If you narrow your search it will be much easier to find relevant information.

If you’re looking for an experienced team to help you research your business idea – contact us and let’s set up a research plan together!

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How to do desk research for tech products

In this article, we will walk you through the process of conducting desk research step-by-step. You’ll learn how to find reliable sources of information and analyze them to ensure you can confidently conduct your own desk research.

This is the second in a series of blog posts designed to help startup founders better understand and plan the products they build. If you wish to learn more about market research , read our previous post.

Desk research is a method that can be utilized to gather information about literally anything, but we’ll focus on employing secondary research techniques for designing the UX of your product.

Secondary research is an excellent method to take your first steps with market analysis.

However, if you feel you need professional guidance, and are looking for a desk research company, be sure to check out our UX research services . Our specialist can conduct secondary research, as well as other types of research, tailored to your business.

HOW TO DO DESK RESEARCH?

💡 Desk research plan & example: MyVet

One more thing before we begin: if you want to learn more about the entire process of building digital products, not just secondary research methods, be sure to read our free ebook How to start a startup .

What is desk research?

What is desk research? Desk research is a market research method . You can also call it secondary or documentary research. It involves collecting and analyzing information about a subject gathered from various sources such as the Internet, newspapers, magazines, governmental reports, and others.

In contrast to primary research, where you collect data yourself, desk research focuses on using existing data (secondary data that someone has already researched before) .

Desk research is a powerful tool that can help us understand significant market trends, identify key competitors, and learn about customer buying habits. Secondary research can also help identify potential opportunities and risks when entering a new product category. Finally, it’s a great method of user research, when you need to get initial, basic information about your potential customers.

When conducting documentary research, you want to analyze:

• available statistics and reports—to get an overview of patterns and trends;
• forum threads and users’ comments—to understand customer’s paint points and opinions;
• social media content/influencer content—to, again, observe trends and popularity of specific topics.

Secondary research methods (types)

This research method can be categorized into two main types: internal desk research and external desk research.

Internal desk research. Before you look elsewhere, the best practice is to check the information already available within your organization . Internal desk research uses internal reports, data sets, and statistics gathered by your organization. All data that you have collected up to this point can be used to conclude what works and what needs to be changed to ensure your prospect’s satisfaction.

External research , on the other hand, refers to the study of information obtained from external sources (not by your organization/company).

Purpose of desk research

The goal of desk research is to provide information that could support and guide decision-making. But to be more precise, you carry out desk research to:

• recognize (at least on an introductory level) your users’ needs</span>;
• gain clarity of the business context of your project;
• better understand the problem the project (app, software) should solve</span>;
• get an idea of the terminology and language your users use .

Who does desk research involve?

Desk research isn’t limited to specific roles, but rather involves individuals across various domains who need to gather information efficiently . Here are some examples for business:

• Business (startup) founders:  Conducting secondary research helps validate ideas, understand market size, and analyze competitors before investing in primary research.
• Market researchers:  Leveraging existing data to gain preliminary insights before conducting surveys or focus groups.
• Product managers:  Gathering information about user needs, competitor offerings, and industry trends to inform product development.
• Marketing teams:  Analyzing market data to identify target audiences, understand customer preferences, and develop effective marketing campaigns.

Advantages and disadvantages of conducting desk research

Advantages of desk research.

• Secondary research is a cost-effective method of collecting data. You can analyze information that would not usually be accessible due to the prohibitive cost of conducting quantitative surveys on a nationwide population or lack of access to an audience. ;
• Desk research helps better understand your business context and competition</span>;
• You’re able to discover opportunities for product development and optimization;
• By combining relevant data from different sources, you can figure out what information is already known. Thus, you can discover new phenomena that previous research teams did not find on their own and focus solely on them;
• You can familiarize yourself with the unofficial and official terminology used for product topics . This can facilitate decision-making at the structural design and labeling stages;
• If user-generated content is analyzed, you can get a better idea of the language and vocabulary they use , but also of their needs;
• Suppose the user content is related to an existing product (these are, for example, opinions about the product on review sites). In that case, desk research can help you gain a rich source of inspiration for its improvement or development by identifying usability problems and discovering opportunities for product expansion.

Disadvantages of desk research

Desk research, also known as secondary research, is the process of gathering existing data rather than collecting it firsthand. While this can be a quick and easy way to obtain relevant information about your research topic, there are some potential disadvantages.

• First, the data you find might be unreliable, irrelevant, or outdated . This is especially true if you’re using freely available sources on the Internet.
• Second, finding specific data that answers your questions might be challenging, as the statistics, reports, etc. were created to suit somebody else’s needs .
• Finally, desk research is based on sources that are someone else’s interpretation of the data. This type of research often relies on existing theories and assumptions that may not always be applicable in a given situation . The outcomes might be biased as a result.

Comparison of primary and secondary research

You can collect information through primary or secondary research. Let’s compare these two methods.

Sources of information

To properly conduct research, it is essential to find reliable and up-to-date sources of information. Search engines can be a good starting point, but it is also crucial to check the credibility of the sources found .

Educational institutions, government organizations, and public libraries are good data sources for your research. National statistics can be found on the websites of governments or statistical agencies. Websites devoted to specific topics can also provide relevant data.

Where to collect data?

• blog posts, books, journals, and articles;
• statistics;
• previous research reports, market research reports, industry reports;
• social media, discussion forums, comments, and reviews;
• socialblade.com , Google Trends , and other analytical tools.

Research papers, market studies, and statistics

For research papers and articles, go to:

Google Scholar: a simple way to broadly search for scholarly literature

Google Scholar is a free website engine that indexes scholarly literature.

For market studies, go to:

Forrester: helps organizations grow through customer obsession

Forrester is a research and advisory company that offers services focused on customer obsession, including research, consulting, and events.

Gartner: delivering actionable, objective insight to executives and their teams

Gartner is an analytical and research company specializing in the strategic use of technology and technology management. The tool you might be particularly interested in is Insights —a collection of articles, guides, podcasts, Q&A, and webinars. After filling in the contact information blank, you can download all the content for free

For statistics, go to:

Eurostat: statistical office of the European Union

Eurostat is the statistical office of the European Union. Eurostat encourages  free  re-use of its data for non-commercial and commercial purposes. It allows users to re-use all statistical data, metadata, web pages, other dissemination tools, official publications, and other documents published on its website with minimal restrictions.

World Bank Open Data: World Bank   datasets

World Bank gathers international data based on data generated by national statistical systems and supports a number of programs to collect transnational data. It’s a vast source of relevant data containing not only global development data but also international debt statistics, demographic data, and living standards measurement studies.

All of the data found on this site are free of charge with some minimal restrictions.

Our World in Data: research and data to make progress against the world’s largest problems

Our World in Data is yet another free-of-charge data collection. The statistics here are presented in the form of articles with interactive diagrams. Thanks to that, the data is easy to comprehend and navigate through.

OECD Stats: data from across OECD’s many databases

OECD Stats includes data and metadata for OECD countries and selected non-member economies and is free of charge.

Statista: statistics portal for market data, market research and market studies

Statista calls itself a leading provider of market and consumer data. Indeed, their data collection is quite impressive. It contains over 1 million statistics and covers over 80,000 topics from 170 industries and 150 countries.

However, you can access only 7% of the English database with a free account.

Of course, these are not all statistical data sources out there. Go check your local databases. For example, for the UK that would be Office For National Statistics.

How to conduct secondary research

It’s time to see desk research in action. Here’s a desk research methodology – the 6 steps you can guide you through the process.

• Define your goals: To carry out desk research, you must first define your research problem. What do you want to achieve with desk research? What issues do you want to solve? What do you want to find out? What are your main concerns?
• Craft a research plan:  Outline your search terms,  target sources,  and timeline.  Structure ensures efficiency and avoids information overload.
• Seek reliable sources:   Prioritize credible and unbiased data that matches your problem/question. The above-mentioned sources for desk research can make a great starting point.
• Gather Your Information:  Dive into your chosen sources,  taking detailed notes and organizing findings as you go.  Utilize spreadsheets or mind maps for effective data management.
• Analyze and Interpret:  Don’t just summarize your research findings!  Identify patterns,  draw conclusions,  and assess the implications for your startup.  Connect the dots and form actionable insights. People the to research often make the mistakes of only collecting the data that confirms their preconceived notions. Don’t fall prey to confirmation bias –  look for information that can contradict the initial assumptions. 

Desk research in action. Secondary research example

To better understand what a secondary research process may look like, let’s take a look at an example of desk research for a hypothetical app MyVet.

MyVet is intended to be an innovative application that allows direct contact between pet owners and veterinarians (sending messages, scheduling appointments, making payments, buying pet food, and consulting through a photo).

The project is in the early stages of developing a product strategy, and the team is still considering the opportunities and advantages of its product.

Primary concern: are vets and clients ready to communicate this way?

• To verify the attitude of veterinarians and clients, the creators reached for data from the report   [hypothetical report title] and the article   [hypothetical article title] . Through this, they learned that both veterinarians and clients are willing to use such solutions. They also found out that clients would like the app to include access to their pets’ health logs.
• MyVet is a new project, but related solutions already exist. The research team decided to analyze customer feedback from similar apps on the App Store and Google Play . They were particularly interested in consultations through a photo. One of the most frequently raised issues was the problem of bugs occurring when taking pictures in the app. Users also lacked the ability to save photos and videos to the phone’s memory.

DOCUMENT ANALYSIS

A substantial advantage of the app is access to your pet’s health log. So the research team collected ten such paper-based pet health logs. Thanks to such analysis, the team learned what information such logs consist of and thus was able to design default settings and auto prompts.

Final thoughts

Desk (market) research is a great way to get an overview of your industry and the attitudes of your target market. It can help you verify the information and understand your competition.

However, it’s important to remember that desk research is only a starting point on your journey to creating a product people will love . But fear not! After thorough desk research, you are already well on your way to success!

Now is the time to extend your knowledge by conducting a competitor analysis to see how you stack up against the competition. The next step will be gathering all of your knowledge in a clear and concise way by using Lean Canvas.

Article author

Ewelina Lech

I research and write about fintech, digital health, & AI. With every piece of content, my goals are to transform complex topics into clear, actionable insights that everyone can understand. Especially excited about Gen Z-oriented tech (since I'm Gen Z myself, rel).

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If you’re already familiar with UX Design, you know how essential research is to get to know the users of a product and understand their needs.

Basically, there are two types of research: primary (where you collect information yourself by surveys, interviews, observations, etc.) and secondary (searching for data compiled from previous findings). Desk Research falls into the second category.

Keep reading to know the best practices and a step-by-step to research successfully from your own desk!

What is Desk Research?

Desk Research is a method that explores data from existing documents and previous research — secondary data — to gather information over a particular topic.

It can provide solid arguments and help you elaborate a line of thought or fight for your ideas. And to do this, Desk Research relies on data already collected from other people.

Therefore, before spending time and money on field visits, prototypes, or usability tests, it’s wise to see what the world already knows that could be relevant for you and your team.

Why should you have a Desk Research?

Desk Research should be used as a research method before starting any Product Design project. It’s always constructive to see what previous studies and experts say about a particular topic, especially if you can take advantage of the information already out there.

Secondary research has the objective of any investigation: to provide information that could support and guide decision-making.

So in terms of objectives , using Desk Research is not that different from Primary Research.

Primary and Secondary Research

Primary and Secondary Research share the same object of study but are different in their process.

Primary research is first-hand research created and tailored to meet specific needs. The source of this kind of research is the individuals or organization behind the investigation.

Additionally, primary research uses raw data, which needs to be filtered and organized in order to be analyzed and reported.

On the other hand, secondary research collects data from previous research, so it doesn’t belong to anyone.

Needless to say, primary research demands more time and money, while secondary research is cheaper and faster to gather results.

Desk Research: where to look?

Since Desk Research relies on other people’s findings, pay close attention to the sources and always run check facts.

There are all kinds of information online so we need to be diligent to filter good quality material.

Also, the internet is not the only possible source of information to carry out Desk Research. You may want to check:

• Existing products in the market;
• Your own organization records;
• Academic records;
• Government organizations;
• Relevant NGO’S.

Products in the market

An insightful resource is observing products that are already on the market.

Furthermore, evaluate the products that your own company has already launched.

Look at the concepts, interactions, and experiences these products provide.

Company records

Go through research and analysis your own company has conducted in the past.

This type of information is extremely valuable to understand ideas, opportunities, and difficulties the company has faced in the past and that can serve as a starting point for your own proposal.

Investigate further, look at the people in charge of these data, and if possible, try to talk to them directly and exchange knowledge about what they have found out, and what you intend to do.

Most of the time, internal research helps to clarify essential points, due to the fact they were applied in the same context, in the same market segment.

External Sources

External research sources are perhaps the most common and widely known. However, as we already mentioned, it’s important to understand which sources are reliable.

With that in mind, we compiled a few aspects for your consideration:

Data available from the Web

Internet is the most popular and accessible source of information there is. With just one click you can download any data or research you want.

Despite much information being available for free, that are company sites that sell information and reports.

If you’re digging the internet for free content, check reliable websites with known expertise in the field.

For example, in the case of research and data about usability, it’s common to rely on data from the Nielsen Norman Group . The consulting firm is an expert on UX, has authority and reputation in the market.

In times when the internet rules the era of information, libraries end up being underestimated. But they can be excellent sources for desk research.

Of course, recent studies will most likely be found online but there may be old interesting research published only on paper. So, apart from books, beware to check articles, papers, and research from a wide range of authors.

Don’t dismiss studies that are not recent. Even if research was carried out a couple of years ago, it can still be extremely relevant and serve to support your ideas, provide you answers, questions, or insights.

Human behavior, for example, changes very slowly, so studies that focus on that, won’t lose its “expiration date” so soon.

Academic Records

In addition to using university libraries, you can search for more specific research conducted by students or professors at the institutions.

As a general rule, educational institutions conduct a variety of primary research that can be requested and used as Desk Research by companies.

Desk Research can also rely on newspapers, magazines, and even news transmitted on TV or radio.

However, it is always important to be diligent when using this type of information because it is generally superficial and informational for the public.

Relying solely on media data can bring biased and shallow information. Nevertheless, it can be a good start for your Desk Research.

A step-by-step to Desk Research

It’s wise to consider a couple of measures to ensure the quality and efficiency of your Desk Research.

So we’ll describe a step-by-step to help you in your endeavor.

Of course, as you gain experience with this research method, you can adapt each step to make it more coherent to the way you work. But be sure to go through them.

1) Define your goal

Before starting the research, identify its purpose: What do you want to know? Which question do you need to answer?

Without a pre-determined objective, you won’t be a good judge whether the information you’re coming across is relevant or not for your project.

Establishing objectives is all about setting a clear path to the questions you want to answer; this will ground you and help you stay focused, so you don’t end up wasting precious time.

Your research objectives can revolve around:

• a number: like seeking to find five articles from different sources or collecting information from 20 user interviews;
• an assumption: here, your goal is to find arguments and information that support your hypothesis. However, make sure to also look for information that may disprove your statement.

2) Map your sources

Will you only use the internet? Or will you also go to public libraries? Are you going to talk to people in your company too?

Mapping the sources you intend to use saves time and prevents you from losing focus. At this stage, identify which sources are more likely to bring you the best results.

Remember to have a plan B, too. For example, if you can’t find all the information on websites, find out what the next trusted source you should be using.

3) Set a deadline

Working with deadlines is another strategy to maintain focus during research.

Determine whether you will invest hours, days, or a few weeks to carry out your Desk Research.

However, keep in mind that we tend to use up all the time assigned to us. So keep it a tight schedule and propose realistic deadlines to help your productivity and your research efficiency.

4) Hands-on

It’s time to carry out your research, keeping in mind: your objective, the deadline, and reliable sources.

Use whichever method you think is best to identify and gather the necessary information: summarizing, filing, highlighting, or copying.

For instance, you can put all your findings on an online whiteboard (like miro.com ).

Remember to seek different views on the same problem. Don’t fall into so-called confirmation bias, where you only collect data that confirms your assumption.

Look for information that may contradict the initial ideas to bring other perspectives that will be essential upon data analysis.

5) Analyze data

A crucial step of Desk Research is analyzing the data collected. First, carefully read the information and review all the findings. Then, go deeper into your study: compare the results of different sources and define the importance of each one.

Next, check if your research answered the questions and met the initially proposed objective.

If not, redo the research or check if the objective is coherent or needs to be changed.

In this step, you should also formalize the information in a way it’s presentable to others; you can write a report or organize your findings into a presentation.

Advantages and Disadvantages of Desk Research

• Secondary Research is cheaper than Primary Research. Thus, if your company does not have the budget to conduct interviews and do field observations, desk research is a good solution;
• Desk Research also has a time advantage. Compared to primary Research, secondary Research is much faster to conduct;
• The wide availability of information makes Desk Research easier to execute.

Disadvantages

• The challenge of finding reliable sources. If the research is done over the internet, it is necessary to be very careful with websites and articles you base upon;
• It’s not always possible to find reports and research that is up-to-date and include the most recent information;
• Because it is faster and cheaper, Desk Research can create the false impression that it is the best method to use. However, it is essential to understand that primary research is also relevant and has more focus and objectivity to meet the company’s needs.

Every method, or tool, has its pros and cons. Therefore, you need to assess where you are to decide if Desk Research is the right resource for your project. And, of course, it can always – and should – serve as a starting point for Primary Research.

• The Beginner’s Guide to Desk Research
• Desk research: the what, why and how
• How to use desk research to kick-start your design process
• Secondary Research- Definition, Methods and Examples.
• Secondary Research

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Market research: How to carry out desk research

You are managing or creating a company, and you are asking yourself questions about the strategy to adopt to approach the market as effectively as possible. Market research is the ideal way to answer your questions. But where do you start?

Perhaps you are asking yourself one of the following questions: “Which offer should I put on the market to satisfy my customers? What is the best distribution channel through which to reach them? How to communicate with them?”. Concerning your (future) competitors, you may ask yourself: “Who are they? How do they work? What positioning should I adopt to find my place among them effectively?”.

You are therefore looking for information about your market, and the logical starting point seems to you to be desk research. This technique will allow you to get the first idea of your market “from your desk”, although it is mostly a metaphor.

But how to carry out this research? Where to start, and what to look for?

In this article, we guide you through this process in 4 steps:

• Define the objective of your research
• Define your research plan
• Conduct the research
• Conclude and verify the information

Step 1: define the objective of your research

To search well, you have to know what you are looking for. This may seem elementary, but it is essential to define precisely all the questions you are trying to answer.

For example, if a Belgian baker wants to offer bread made with an alternative flour, his main question will probably be “Which flour should I ideally turn to? However, several factors come into play to determine the ideal flour for this artisan, starting with the accessibility of the flour, its price, its ease of use and above all how much it pleases consumers through, for example, the taste and texture it gives to the bread.

To be effective, the baker will, therefore, have to break down his research into several specific questions, such as:

• What alternative flours are available in Belgium?
• Which of these flours are affordable?
• Among the remaining choices, which flours are easy to use?
• Among the remaining choices, which flours probably taste good?
• What alternative flours are currently used by bakers in Belgium? and so, on and so forth.

The order in which the research is done is significant in a case like this, and must in all cases follow a certain logic. The main rule is to go from the most general to the most precise. In the case of our baker, for example, it would be quite foolish to look for affordable alternative flours before eliminating those that are not available in Belgium. To illustrate by another example, a project leader wishing to understand the context and constraints of his market better should start by “taking stock” before investigating specific elements of this context.

When defining your research questions, keep in mind that the information collected should ultimately be useful to you and that it is better to avoid searching too broadly even if it means further research later.

If you carry out the research in whole or in part via the web (which is almost impossible to avoid) and if it involves using a search engine, the questions identified must be translated into keywords. When drawing up your list of keywords, remember to take into account their main synonyms, which may, for some people, open many more doors for you than the words you had initially planned.

If your research aims to collect extremely detailed information such as a list of potential partners, define the data to be obtained on each of them. For example, address, sector of activity, specialisation, contact details of the contact person, and so on.

Finally, have a relatively accurate idea of the amount of information you are looking for. You will be more efficient and will have a better view of your progress throughout the process.

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Step 2: Define your research plan

Specifying your objective was a first (big) step towards the success of your desk research. To complete the preparation phase, you now need to focus on the research method you will use, especially in terms of tools or supports.

credits: Shutterstock

As mentioned above (see step 1), the leading search channel of desk research is the web, but it is, of course, not the only one. Thus, it may sometimes be useful to refer to literature or theses, dissertations and research reports written by students (accessible in particular via Google Scholar) to obtain detailed information, for example in the case of a scientific project.

In your sources, also do not neglect official and sectoral bodies, which can provide you with free and up-to-date information at a regional, national and sometimes even international level. In Belgium, there are company federations for almost all sectors of activity, as well as movements, events and exhibitions that can bring together a large number of companies “under the same roof”.

A few tips to help you with your research

• Use Google Scholar
• Webstat ,  to get access to The French Bank’s statistics
• Eurostat , that combines European statistics
• Statista , platform providing diverse statistics
• World Statistics  and  Our World in Data  for world statistics

The ultimate primary source of information is market research firms such as IntoTheMinds , which carry out sector analyses and trend guides on their own or on request. These agencies have appropriate technical and human resources. These include web mining software that allows them to explore the web more deeply than through Google, and staff trained in these software and market research techniques.

Be ingenious and take advantage of all the means at your disposal to obtain the information you are looking for by the shortest possible route. In some cases, however, it will be necessary to go through tedious research based mainly on Google searches. In which case, you may well end up finding a “choice” source, that is to say, a website full of useful information.

If Google does not lead you down this path, or if you want to improve your efficiency, don’t be afraid to ask for help around you, from your network, or from public services or state agencies. Think of the Belgian business network as a large community, some of whose members can help you and others can refer you to them. Of course, there are also members who can do nothing for you.

Have a relatively clear idea of the order in which you will do things. If it is long-term research, why not establish a procedure, in other words, an orderly list of the research tasks you will be undertaking?

Step 3: Conduct the research

There you go, you know what you have to do: there’s only one thing left to do. Yes, but how do we collect data and information on a practical level?

Here are 6 tips:

• Use this flow chart: search for information, analyse it, select it
• Organise the data collected according to the same structure as in your research plan
• Always check their reliability
• Except in cases where it is not relevant, always note your sources
• Keep a history of what you have already searched for
• Evolve your search plan as you discover (for example, if you identify a synonym along the way, add it to your list of keywords)

As long as your research is consistent with your plan, and you find yourself in the information collected, you are on the right track.

Depending on the nature and duration of the search, it may sometimes be useful to set up “automated monitoring” on Google or other search engines to be notified of the availability of new information on the subject you are studying.

Step 4: Conclude and verify the information

Once you are convinced that you have obtained enough information to simplify your strategic choices, you still have some further checks to make:

• Make sure you understand the information collected. It is only of interest if you fully understand it.
• If, despite your efforts, some points are still unclear to you and are blocking you, call an expert to have them explained. Prepare your request so that it is as brief and concrete as possible, as experts do not necessarily have much time, especially for free advice, and will feel rewarded for being able to express themselves on specific points.

At the end of these 4 steps and whatever the subject of the research carried out, you will undoubtedly have made a major step forward in understanding your market and will be better able to make the right decisions for your company. In conclusion, if there was only one rule to keep in mind when conducting this kind of research, it would be to use common sense.

Photos:  Shutterstock

• Market research
• Market research belgium
• Market research methods

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How to Craft Your Ideal Thesis Research Topic

Table of contents

Catherine Miller

Writing your undergraduate thesis is probably one of the most interesting parts of studying, especially because you get to choose your area of study. But as both a student and a teacher who’s helped countless students develop their research topics, I know this freedom can be just as intimidating as it is liberating.

Fortunately, there’a a step-by-step process you can follow that will help make the whole process a lot easier. In this article, I’ll show you how to choose a unique, specific thesis topic that’s true to your passions and interests, while making a contribution to your field.

Choose a topic that you’re interested in

First things first: double-check with your teachers or supervisor if there are any constraints on your research topic. Once your parameters are clear, it’s time to identify what lights you up — after all, you’re going to be spending a lot of time thinking about it.

Within your field of study, you probably already have some topics that have grabbed your attention more than others. This can be a great place to start. Additionally, consider using the rest of your academic and extra-curricular interests as a source of ideas. At this stage, you only need a broad topic before you narrow it down to a specific question. 

If you’re feeling stuck, here are some things to try:

• Look back through old course notes to remind yourself of topics you previously covered. Do any of these inspire you?
• Talk to potential supervisors about your ideas, as they can point you toward areas you might not have considered.
• Think about the things you enjoy in everyday life — whether that’s cycling, cinema, cooking, or fashion — then consider if there are any overlaps with your field of study.
• Imagine you have been asked to give a presentation or record a podcast in the next three days. What topics would you feel confident discussing?
• Watch a selection of existing lectures or explainer videos, or listen to podcasts by experts in your field. Note which topics you feel curious to explore further.
• Discuss your field of study with teachers friends and family, some with existing knowledge and some without. Which aspects do you enjoy talking about? 

By doing all this, you might uncover some unusual and exciting avenues for research. For example, when writing my Master’s dissertation, I decided to combine my field of study (English teaching methodology) with one of my passions outside work (creative writing). In my undergraduate course, a friend drew on her lived experience of disability to look into the literary portrayal of disability in the ancient world. 

Do your research

Once you’ve chosen your topic of interest, it’s time to dive into research. This is a really important part of this early process because it allows you to:

• See what other people have written about the topic — you don’t want to cover the same old ground as everyone else.
• Gain perspective on the big questions surrounding the topic. 
• Go deeper into the parts that interest you to help you decide where to focus.
• Start building your bibliography and a bank of interesting quotations. 

A great way to start is to visit your library for an introductory book. For example, the “A Very Short Introduction” series from the Oxford University Press provides overviews of a range of themes. Similar types of overviews may have the title “ A Companion to [Subject]” or “[Subject] A Student Companion”. Ask your librarian or teacher if you’re not sure where to begin. 

Your introductory volume can spark ideas for further research, and the bibliography can give you some pointers about where to go next. You can also use keywords to research online via academic sites like JStor or Google Scholar. Check which subscriptions are available via your institution.

At this stage, you may not wish to read every single paper you come across in full — this could take a very long time and not everything will be relevant. Summarizing software like Wordtune could be very useful here.

Just upload a PDF or link to an online article using Wordtune, and it will produce a summary of the whole paper with a list of key points. This helps you to quickly sift through papers to grasp their central ideas and identify which ones to read in full. 

Get Wordtune for free > Get Wordtune for free >

You can also use Wordtune for semantic search. In this case, the tool focuses its summary around your chosen search term, making it even easier to get what you need from the paper.

As you go, make sure you keep organized notes of what you’ve read, including the author and publication information and the page number of any citations you want to use. 

Some people are happy to do this process with pen and paper, but if you prefer a digital method, there are several software options, including Zotero , EndNote , and Mendeley . Your institution may have an existing subscription so check before you sign up.

Narrowing down your thesis research topic

Now you’ve read around the topic, it’s time to narrow down your ideas so you can craft your final question. For example, when it came to my undergraduate thesis, I knew I wanted to write about Ancient Greek religion and I was interested in the topic of goddesses. So, I:

• Did some wide reading around the topic of goddesses
• Learned that the goddess Hera was not as well researched as others and that there were some fascinating aspects I wanted to explore
• Decided (with my supervisor’s support) to focus on her temples in the Argive region of Greece

As part of this process, it can be helpful to consider the “5 Ws”: why, what, who, when, and where, as you move from the bigger picture to something more precise. 

Why did you choose this research topic?

Come back to the reasons you originally chose your theme. What grabbed you? Why is this topic important to you — or to the wider world? In my example, I knew I wanted to write about goddesses because, as a woman, I was interested in how a society in which female lives were often highly controlled dealt with having powerful female deities. My research highlighted Hera as one of the most powerful goddesses, tying into my key interest.

What are some of the big questions about your topic?

During your research, you’ll probably run into the same themes time and time again. Some of the questions that arise may not have been answered yet or might benefit from a fresh look. 

Equally, there may be questions that haven’t yet been asked, especially if you are approaching the topic from a modern perspective or combining research that hasn’t been considered before. This might include taking a post-colonial, feminist, or queer approach to older texts or bringing in research using new scientific methods.

In my example, I knew there were still controversies about why so many temples to the goddess Hera were built in a certain region, and was keen to explore these further.

Who is the research topic relevant to?

Considering the “who” might help you open up new avenues. Is there a particular audience you want to reach? What might they be interested in? Is this a new audience for this field? Are there people out there who might be affected by the outcome of this research — for example, people with a particular medical condition — who might be able to use your conclusions?

Which period will you focus on?

Depending on the nature of your field, you might be able to choose a timeframe, which can help narrow the topic down. For example, you might focus on historical events that took place over a handful of years, look at the impact of a work of literature at a certain point after its publication, or review scientific progress over the last five years. 

With my thesis, I decided to focus on the time when the temples were built rather than considering the hundreds of years for which they have existed, which would have taken me far too long.

Where does your topic relate to?

Place can be another means of narrowing down the topic. For example, consider the impact of your topic on a particular neighborhood, city, or country, rather than trying to process a global question. 

In my example, I chose to focus my research on one area of Greece, where there were lots of temples to Hera. This meant skipping other important locations, but including these would have made the thesis too wide-ranging.

Create an outline and get feedback

Once you have an idea of what you are going to write about, create an outline or summary and get feedback from your teacher(s). It’s okay if you don’t know exactly how you’re going to answer your thesis question yet, but based on your research you should have a rough plan of the key points you want to cover. So, for me, the outline was as follows:

• Context: who was the goddess Hera?
• Overview of her sanctuaries in the Argive region
• Their initial development 
• Political and cultural influences
• The importance of the mythical past

In the final thesis, I took a strong view on why the goddess was so important in this region, but it took more research, writing, and discussion with my supervisor to pin down my argument.

To choose a thesis research topic, find something you’re passionate about, research widely to get the big picture, and then move to a more focused view. Bringing a fresh perspective to a popular theme, finding an underserved audience who could benefit from your research, or answering a controversial question can make your thesis stand out from the crowd.

For tips on how to start writing your thesis, don’t miss our advice on writing a great research abstract and a stellar literature review . And don’t forget that Wordtune can also support you with proofreading, making it even easier to submit a polished thesis.

How do you come up with a research topic for a thesis?

To help you find a thesis topic, speak to your professor, look through your old course notes, think about what you already enjoy in everyday life, talk about your field of study with friends and family, and research podcasts and videos to find a topic that is interesting for you. It’s a good idea to refine your topic so that it’s not too general or broad.  

Do you choose your own thesis topic?

Yes, you usually choose your own thesis topic. You can get help from your professor(s), friends, and family to figure out which research topic is interesting to you. 

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The University of Chicago The Law School

Asked & answered: mary smith, ’91, president, american bar association.

Mary Smith, ’91, has had a varied and interesting legal career that has included serving as a trial lawyer in the Department of Justice, associate counsel in the White House, in-house counsel at Tyco, general counsel of the Illinois Department of Insurance, and CEO for the Indian Health Service, which provides health care for over two million Native Americans across the country. Currently, she is the vice chair of the VENG Group, a consulting firm. Last August, Smith became the president of the American Bar Association (ABA), the first Native American woman to hold that role in the organization’s 145-year history. She also recently received the University of Chicago’s 2024 Diversity Leadership Award.

Your presidency is a historic first at the ABA. Can you discuss a bit about the importance of diverse perspectives in organizational leadership?

I recognize the significance of being the first Native American woman to serve as American Bar Association president. I know it means a lot for the Native American community, but I also think it is significant beyond the Native American community. If my being in this role provides inspiration to young women and people of color and says to them, “If I want to be a lawyer, if I want to be president of ABA, I can do it,” that is very humbling to me.

What are some of the key challenges facing the legal profession in the United States today?

Law school debt is a major challenge for the legal profession. There are also significant mental health challenges facing the legal profession. And how to provide legal service to the 92 percent of low-income persons who are not able to obtain the legal help they need.

Was this the career path that you envisioned for yourself as a student at the Law School?

I don’t think I had a career path in mind other than I wanted to be a trial lawyer and clerk for a federal judge, both of which I was able to achieve. However, being open to unexpected opportunities that presented themselves was critical to the career path that I have ultimately taken.

How did your Law School experience prepare you for your career path and leadership roles?

My UChicago Law experience helped me to think outside the box and realize that we all have the power to advance and shape the law. During my time in law school, I was able to intern for a federal judge and at the US Attorney’s Office in Chicago, which gave me insight into different aspects of the profession.

What are a few highlights from your time at the Law School?

I have so many, from incredulously getting the highest grade in Professor Geof Stone’s evidence class to the kindness shown to me by Diane Wood and serving as a research assistant to Professors Mary Becker and Ann-Marie Burley Slaughter.

What advice would you give to a law student just starting out today?

Believe in yourself, be true to yourself, and be part of something bigger than yourself.

Do you have a favorite quote or personal motto that you would like to share?

Wilma Mankiller, who was the first woman principal chief of the Cherokee Nation, famously said, “Cows run away from the storm while the buffalo charges toward it and gets through it quicker.” Her words continue to inspire me to approach challenges with courage and resilience.

What is an interesting item or decoration one might see on your desk or in your office?

I have a stone with the word “Trust” on it that was given to me by some tribal leaders when I was at the Indian Health Service. I believe they gave it to me because we had not yet built trust and to encourage me to build that trust with them. I keep it near me to remind me to build trust in all my relationships.

Is there anything else that you’d like to share?

Two of the most important issues facing lawyers and frankly society are threats to democracy and the misuse of artificial intelligence. To address these issues, I have created two American Bar Association task forces: the Task Force for American Democracy and the Task Force on Law and Artificial Intelligence.

• Data and scripts from: A model-based simulation framework for coupled acoustics, elastodynamics, and damage with application to nano-pulse lithotripsy
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• This repository contains the data and scripts used to generate the plots for the results presented in Sections 4 and 5 of the paper "A Model-Based Simulation Framework for Coupled Acoustics, Elastodynamics, and Damage with Application to Nano-Pulse Lithotripsy". For line plots data, each CSV contains plot-over-line data of the computation domain at a selected time step (or the number of pulses), including a header illustrating the columns. For FEM results, Exodus files are stored and Paraview 5.12.0 is used to view.
• Yangyuanchen, L., Pei, Z., Lopez-Pamies, O., & Dolbow, J. E. (2024). Data and scripts from: A model-based simulation framework for coupled acoustics, elastodynamics, and damage with application to nano-pulse lithotripsy. Duke Research Data Repository. https://doi.org/10.7924/r4np28f93
• Lopez-Pamies, Oscar
• Yangyuanchen, Liu
• Dolbow, John E.
• 10.7924/r4np28f93
• Lithotripsy
• Phase field
• Fluid-structure interaction
• Surface damage
• May 28, 2024
• ark:/87924/r4np28f93
• Thomas Lord Department of Mechanical Engineering and Materials Science
• Duke Research Data Repository
• Yangyuanchen, L., Pei, Z., Lopez-Pamies, O., & Dolbow, J. E. (2023). A model-based simulation framework for coupled acoustics, elastodynamics, and damage with application to nano-pulse lithotripsy. International Journal of Solids and Structures, V289.  https://doi.org/10.1016/j.ijsolstr.2023.112626 .
• National Science Foundation
• CMMI–2132528
• CMMI–2132551
• Yangyuanchen Liu: https://orcid.org/0000-0002-7730-8287 , 984-377-9517, [email protected]
• Creative Commons CC0 1.0 Universal
• http://creativecommons.org/publicdomain/zero/1.0/