desk research que es

Qué es el Desk Research y cómo aplicarlo en tus procesos de investigación

En un entorno empresarial cada vez más competitivo, la investigación es clave para minimizar riesgos y tomar decisiones acertadas. Sin embargo, esto puede resultar un auténtico desafío para las empresas con recursos limitados.  Aquí es donde el Desk Research se convierte en una herramienta especialmente útil para empresas que buscan datos relevantes sin desembolsar una gran cantidad de dinero. Al aprovechar fuentes de libre y fácil acceso, esta técnica permite recopilar y aplicar datos esenciales para la toma de decisiones.

En este artículo, te explicamos qué es el Desk Research , cómo utilizarlo en tus procesos de investigación y sus ventajas para aprovechar al máximo esta valiosa técnica.

¿Qué es el Desk Research?

El Desk Research, también conocido como investigación secundaria o investigación de escritorio, es un tipo de investigación que se basa en fuentes de información publicadas en sitios webs, informes, libros, artículos, estadísticas, bases de datos, etc.

El objetivo del Desk Research es recabar información relevante sobre el tema que se quiere investigar, sin tener que generar nuevos datos mediante la investigación primaria (entrevistas, observaciones, encuestas, etc.). El Desk Research permite obtener una visión general del contexto, el mercado, la competencia, las tendencias y las oportunidades relacionadas con el problema o la oportunidad que se quiere abordar.

Además, el Desk Research es una técnica que se puede aplicar en cualquier fase del proceso de investigación, desde la definición del problema hasta la evaluación de las soluciones. Sin embargo, se suele aplicar en las primeras etapas, cuando se necesita obtener una comprensión amplia del tema y establecer los objetivos y las preguntas de investigación.

Desk Research : ejemplos de fuentes de investigación

• Búsqueda en internet: una de las formas más accesibles y efectivas de realizar un Desk Research es mediante la búsqueda en Internet. Los datos disponibles en línea están al alcance de un clic, y a menudo son gratuitos o de bajo costo. Eso sí, identifica fuentes verídicas para asegurarte la fiabilidad de los datos recopilados.
• Agencias gubernamentales y no gubernamentales : otra fuente esencial para el Desk Research son las agencias gubernamentales y no gubernamentales. Estas instituciones albergan una gran cantidad de datos valiosos y relevantes que pueden ser aprovechados por las empresas en su investigación.
• Bibliotecas y repositorios : las bibliotecas públicas, tanto físicas como digitales juegan un papel esencial en la investigación de escritorio. Al explorar archivos de investigaciones previas, estadísticas y boletines informativos, las empresas pueden identificar tendencias en el mercado.
• Instituciones educativas: este tipo de fuentes es muy valiosa para el Desk Research. Las empresas pueden colaborar con estas instituciones para acceder a datos relevantes.
• Fuentes comerciales: Los periódicos o revistas proporcionan información de primera mano sobre la actualidad económica, política y de mercado. Estas fuentes son una mina de datos valiosos que pueden impulsar tu Desk Research.

¿Cómo utilizar el Desk Research en tu investigación? 5 pasos a seguir

Para llevar a cabo un Desk Research, sigue los siguientes pasos: 

• Identifica el tema: antes de adentrarte en la investigación, es vital identificar el tema. Haz una lista detallada de los atributos que serán investigados y define el propósito del Desk Research.
• Selecciona fuentes relevantes: en la actualidad, Internet ofrece una gran cantidad de información, pero evaluar y filtrar las fuentes de referencia es crucial para garantizar su autenticidad. Elige fuentes fiables para recopilar datos significativos. Consulta informes gubernamentales, actas de congresos, publicaciones periódicas y otras fuentes relevantes, por ejemplo, el Instituto Nacional de Estadística (INE) .
• Recopilación de datos : una vez que hayas identificado las fuentes de información, realiza una búsqueda minuciosa de datos previos relacionados con el tema. Examina registros y datos anteriores disponibles en diferentes fuentes, como bibliotecas, organismos gubernamentales y otras entidades oficiales.
• Combinación y comparación : combinar y comparar los datos recopilados te ayudará a optimizar la eficiencia de la investigación y evitar la repetición innecesaria del análisis. Utiliza estrategias como las «tarjetas de Insights» para sintetizar y resumir la información relevante.
• Análisis: el análisis de datos es el núcleo del Desk Research. Aquí, todos los pasos anteriores cobran sentido al confirmar si se han abordado todas las preguntas planteadas inicialmente. Si surgen lagunas, repite el proceso para profundizar en conceptos clave.

Ventajas de utilizar un Desk Research

Esta técnica de investigación secundaria permite obtener datos relevantes sobre un tema sin necesidad de realizar estudios de campo o encuestas.  Algunas de las ventajas de usar el Desk Research son:

• Ahorro de tiempo y dinero: permite aprovechar la información que ya existe, evitando tener que generar nuevos datos que pueden ser costosos y duraderos. Así, puedes obtener resultados más rápidos y con menos recursos.
• Acceso a una gran variedad de fuentes : accedes a una gran cantidad y diversidad de fuentes de información que pueden ofrecerte datos relevantes sobre el contexto, el mercado, la competencia, las tendencias y las oportunidades relacionadas con el tema que quieres investigar.
• Identifica tendencias del mercado: aunque se puede utilizar en cualquier tipo de estudios, el Desk Research es muy útil como paso previo para conocer mejor el mercado en el que quieres operar, identificar los segmentos de clientes potenciales, sus necesidades, preferencias y comportamientos. Además, te permite detectar las tendencias del mercado, las oportunidades de negocio, la competencia, la demanda potencial de un producto o servicio, etc…
• Mejora la toma de decisiones estratégicas : la investigación de escritorio proporciona datos relevantes que te ayudan a tomar decisiones estratégicas basadas en la evidencia.  Por ejemplo, te permite conocer las mejores vías para promocionar tus productos o servicios,. Así, puedes elegir los canales más adecuados, los mensajes más efectivos y los medios más rentables para llegar a tu público objetivo.
• Facilita la creatividad e innovación : ayuda a identificar problemas, necesidades y oportunidades que pueden inspirarte para generar ideas creativas e innovadoras.

En todo caso, asegúrate de la veracidad y credibilidad de las fuentes y la información recopilada, así como verificar que son últimas ediciones y no se están tomando datos muy antiguos sin actualizar.

Si quieres aplicar el Desk Research en tus procesos de investigación, y a enriquecerlos desde otros enfoques, en Design Thinking España te ayudamos a conseguirlo. ¡Contacta con nosotros!

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¿Qué es el Desk Research?

Desk research es una técnica de investigación que se lleva a cabo utilizando fuentes secundarias de información, es decir, información que ya ha sido recopilada y publicada por otras personas o instituciones. Esta herramienta es muy útil para obtener una visión general de un tema o problema específico, y suele ser el primer paso en el proceso de investigación de un tema. Los principales métodos utilizados en la investigación de escritorio incluyen la revisión de literatura, el análisis de datos y estadísticas, la revisión de documentos y archivos, y la búsqueda en bases de datos y en Internet. Es importante tener en cuenta que la investigación de escritorio no proporciona información primaria o original, sino que se basa en lo que ya se ha publicado previamente.

¿Cuándo usar el Desk Research?

Usada para obtener informaciones de otras fuentes que no son los usuarios y los actores involucrados directamente con el proyecto, principalmente identificando tendencias en localidad o país y en el exterior alrededor del tema o asuntos análogos.

Puede ocurrir a lo largo de todo el proyecto cuando se identifican cuestiones que necesitan ser profundizadas, pero es especialmente útil en el inicio para ayudar al equipo a comprender mejor las fronteras y perspectivas del tema en cuestión.

¿Cómo hacer Desk Research?

A partir del asunto del proyecto ,se crea un árbol de temas relacionados para dar inicio a la investigación. Tales insumos muchas veces son obtenidos durante la investigación exploratoria y van creciendo y desdoblándose a medida que el investigador encuentra nuevas fuentes y citas de temas relacionados que puedan brindar informaciones relevantes para el proyecto. Las referencias son registradas en Tarjetas de Insights con: un título que resume la información, un breve descriptivo de la información, la fuente y la fecha de la investigación.

La restricción de espacio de la tarjeta induce a la objetividad para registrar apenas lo que realmente tiene sentido de aquel dato encontrado. Los Tarjetas son generalmente impresas y organizadas durante la fase de Análisis. La comparación de esos datos con aquellos recolectados en campo durante la Inmersión en Profundidad permite la identificación de estándares y áreas de oportunidad para ser explorados en las fases siguientes del proyecto.

Investigación primaria

Es la investigación cuyos datos son recolectados directamente de la fuente de información. Por ejemplo, cuando se realiza una entrevista para entender lo que el individuo piensa, siente y hace.

Investigación secundaria

Aquella investigación que es realizada con fuentes de información previamente publicadas por terceros. Por ejemplo, cuando se lee en una revista, periódico o en la Internet una entrevista ya realizada anteriormente.

Fuentes de información

> libro design thinking, autores: maurício vianna ysmar vianna isabel k. adler brenda lucena beatriz russo rio de janeiro – 2013 1ª edición electrónica.

http://www.librodesignthinking.es/

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Desk Research: ¿Qué es y para qué sirve? 

La investigación de escritorio, o desk research, se ha convertido en una herramienta esencial en el mundo de la recopilación de datos y la toma de decisiones. En una era en la que la información fluye a una velocidad vertiginosa, la capacidad de acceder y analizar datos de fuentes diversas es un recurso valioso para empresas, académicos y profesionales de diversos campos. En este artículo, exploraremos en profundidad qué es el desk research, cómo se lleva a cabo, y por qué es fundamental en el proceso de investigación. Descubre cómo esta técnica puede proporcionarte información clave para tomar decisiones más informadas y eficaces. 

¿qué es el desk research  .

El desk research , también conocido como investigación de escritorio o investigación documental, es una metodología de investigación que se basa en la recopilación y análisis de información existente y disponible en fuentes escritas, digitales y documentales. En lugar de realizar investigación de campo o recopilar datos de primera mano, el desk research se centra en aprovechar fuentes secundarias, como documentos, informes, estudios, artículos, bases de datos, libros y otros recursos disponibles. 

Esta técnica se utiliza en una variedad de disciplinas, desde la investigación de mercado y la planificación estratégica hasta la academia y la toma de decisiones empresariales. El objetivo principal del desk research es obtener información relevante y actualizada para respaldar la toma de decisiones, la generación de conocimiento y la obtención de una comprensión más profunda de un tema o problema específico. 

Ahora, adentrémonos en los aspectos clave del desk research, cómo llevarlo a cabo de manera efectiva y las ventajas que ofrece en la era de la información y la digitalización. 

¿Para qué sirve el desk research?  

El desk research, o investigación de escritorio, desempeña un papel fundamental en diversas áreas de la investigación y la toma de decisiones. A continuación, exploraremos las principales funciones y utilidades de esta metodología: 

1.- Generación de Conocimiento: El desk research permite recopilar información existente para obtener una comprensión sólida de un tema, concepto o problema específico. Esto es útil al abordar nuevos campos de estudio o áreas desconocidas. 

2.- Fundamentación Teórica: En la academia, el desk research se utiliza para respaldar teorías, argumentos y conclusiones. Permite a los investigadores encontrar evidencia empírica, citas y datos que refuercen sus planteamientos. 

3.- Investigación de Mercado: En el ámbito empresarial, el desk research es una herramienta valiosa para analizar tendencias del mercado, conocer a la competencia y entender las preferencias de los consumidores. Esta información es crucial para la planificación de estrategias de marketing y desarrollo de productos. 

4.- Toma de Decisiones Empresariales: Las empresas emplean el desk research para tomar decisiones informadas sobre inversiones, expansiones, fusiones y adquisiciones, entre otros aspectos. La información recopilada ayuda a minimizar riesgos y maximizar oportunidades. 

5.- Planificación Estratégica: En el contexto de la planificación estratégica, el desk research proporciona datos clave para establecer metas, identificar obstáculos y definir un rumbo claro para una organización o proyecto. 

6.- Políticas Públicas: Los gobiernos y las organizaciones gubernamentales utilizan el desk research para respaldar la formulación de políticas públicas. Ayuda a comprender problemas sociales, económicos y medioambientales, así como a evaluar el impacto de las políticas existentes. 

7.- Investigación Científica: En la investigación científica, el desk research es fundamental para revisar la literatura existente, identificar lagunas en el conocimiento y proponer nuevas investigaciones. 

8.- Ahorro de Tiempo y Recursos: Al aprovechar información disponible, el desk research puede ser una alternativa rentable y eficiente a la investigación de campo, que a menudo implica costos y recursos significativos. 

En resumen, el desk research sirve como una fuente valiosa de información que respalda la toma de decisiones, el avance del conocimiento y la resolución de problemas en diversos campos. Su versatilidad y alcance lo convierten en una herramienta esencial en la era de la información. 

¿Cómo realizar el desk research?  

El proceso de realizar una investigación de escritorio, o desk research, implica el uso de fuentes secundarias y métodos analíticos para recopilar, analizar y sintetizar información relevante. Aprender cómo llevar a cabo una investigación de escritorio eficaz es esencial para aprovechar al máximo esta metodología y obtener datos valiosos. En esta sección, te proporcionaremos una guía paso a paso sobre cómo realizar el desk research de manera efectiva, desde la planificación inicial hasta la evaluación y presentación de los resultados. 

1.- Definición del objetivo de la investigación: El primer paso es establecer claramente cuál es el propósito de tu investigación. ¿Qué información estás buscando y por qué? Define tus objetivos de investigación de manera precisa. 

2.- Identificación de fuentes de información: Una vez que tengas claro tu objetivo, identifica las fuentes de información relevantes. Estas fuentes pueden incluir bases de datos en línea, bibliotecas, sitios web, documentos gubernamentales, informes de mercado, publicaciones académicas y más. Cuantas más fuentes identifiques, mejor. 

3.- Recopilación de datos: Accede a las fuentes identificadas y comienza a recopilar datos. Esto puede involucrar la búsqueda de documentos, informes, estadísticas, artículos, y cualquier otro recurso que contenga información relacionada con tu objetivo de investigación. 

4.- Evaluación de la calidad de la información: No todas las fuentes son igualmente confiables. Es fundamental evaluar la calidad y credibilidad de la información recopilada. Considera la fuente, la fecha de publicación, la metodología utilizada y si la información proviene de una entidad confiable. 

5.- Análisis de datos: Una vez que hayas recopilado los datos, realiza un análisis crítico. Examina las tendencias, patrones, relaciones y cualquier otro aspecto relevante. Organiza los datos de manera lógica para facilitar su interpretación. 

6.- Presentación de resultados: La forma en que presentas tus hallazgos es crucial. Utiliza gráficos, tablas, informes escritos u otras herramientas visuales para comunicar tus resultados de manera efectiva. 

7.- Conclusiones y recomendaciones: Con base en tu análisis, elabora conclusiones sólidas y recomendaciones. ¿Qué implicaciones tienen tus hallazgos? ¿Qué acciones se deben tomar en función de la investigación? 

8.- Revisión y actualización: El desk research es un proceso continuo. Asegúrate de mantener tus fuentes actualizadas y revisar periódicamente la información. La investigación de escritorio evoluciona con el tiempo, por lo que es importante mantenerse al día. 

El desk research es un proceso continuo. Asegúrate de mantener tus fuentes actualizadas y revisar periódicamente la información. La investigación de escritorio evoluciona con el tiempo, por lo que es importante mantenerse al día. Si te encuentras en busca de apoyo profesional para llevar a cabo un desk research efectivo, en Berumen , una agencia de investigación de mercados con amplia experiencia, estamos aquí para asesorarte y brindarte el respaldo necesario. ¡Contáctanos para obtener más información!  

Conclusión  

El desk research es una herramienta poderosa para obtener información valiosa sin necesidad de llevar a cabo costosos estudios de campo. A través de la recopilación y análisis de datos y fuentes existentes, las organizaciones pueden tomar decisiones informadas, identificar tendencias y oportunidades, y mantenerse al tanto de su entorno competitivo. Al seguir los pasos adecuados y las mejores prácticas, es posible realizar una investigación de escritorio efectiva y aprovechar al máximo los recursos disponibles. 

En un mundo donde la información es esencial, el desk research se ha convertido en un aliado fundamental para empresas, investigadores y profesionales de diferentes campos. Aprovechar al máximo esta metodología implica mantenerse actualizado, utilizar fuentes confiables y ser diligente en la recopilación y análisis de datos. Si deseas explorar aún más las posibilidades del desk research o necesitas apoyo en tu próximo proyecto, no dudes en consultar a expertos en investigación de mercados como Berumen. Estaremos encantados de apoyarte en tus proyectos. 

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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 Digital 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 Research 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 – Competitor benchmarking
• Understand how competitor websites and apps perform – Company research
• Get a full picture of your industry – Market research & industry analysis
• Understand how apps are impacting your market – App Intelligence
• Analyze consumer behavior – Audience analysis
• Understand the complete customer journey – Consumer journey tracking

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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• Investigación de Mercados

Guía completa en 5 pasos para hacer Desk Research

• Patricia Manero
• noviembre 22, 2022
• 0 comentarios

Desk research, algunos métodos y ejemplos de investigación

Identificar el tema de investigación, fuentes de información, recopilación de datos existentes, combinación y comparación, análisis de datos.

Desk research o investigación de escritorio es un método de investigación que implica el uso de datos que ya existen. Estos datos se recopilan y resumen en función de aumentar la eficacia general de la investigación.

En la actualidad, hay cientos de usuarios que dejan su huella digital en la red y cientos de empresas que buscan dar uso a estos datos para alcanzar sus objetivos. La investigación de escritorio o desk research se volvió uno de los métodos más utilizados, ya que se basa en material publicado en informes y documentos similares que se encuentran disponibles en bibliotecas públicas, sitios web, datos obtenidos de encuestas ya realizadas, entre otros.

Desk research es una opción popular para las empresas y organizaciones, pues no todas pueden pagar mucho dinero para investigación y recopilación de datos. Entonces, la investigación de escritorio puede rescatar y recopilar la información y data necesaria en diversas fuentes.

• Búsqueda en Internet

Los datos recopilados en la web son prácticamente gratuitos o, tal vez hay que pagar una pequeña cantidad por ellos. Los sitios web tienen mucha información que las empresas pueden utilizar para satisfacer sus necesidades de investigación. Sin embargo, se necesita considerar un sitio web confiable para recopilar información.

• Organizaciones gubernamentales y no gubernamentales

Ya sean agencias gubernamentales o no gubernamentales, la desk research siempre se valdrá de ellas para recopilar y comparar los datos para una investigación. Una empresa podrá, por ejemplo, saber cuáles son las áreas de oportunidad en el sector financiero al investigar cuáles son las principales quejas hacia la industria.

• Bibliotecas

Para una investigación de escritorio, siempre será necesario saber qué se ha dicho del tema en cuestión. En este sentido, las bibliotecas -ya sean digitales o de acervo- ayudarán a los investigadores a conocer el estado de las cosas con, por ejemplo, estadísticas de investigación, boletines informativos y las estrategias de comunicación a lo largo de un periodo.

• Instituciones educativas

Las instituciones de educación pueden dar a las organizaciones un sinfín de datos relevantes para llevar a cabo estudios e investigación de mercado. Una universidad, por ejemplo, puede darle a las empresas datos sobre cuáles son las motivaciones para estudiar determinada carrera o cuáles son los nuevos métodos de comunicación entre generaciones.

• Fuentes comerciales

Periódicos, revistas, estaciones de radio y televisión son una gran fuente de datos para el desk research, pues muestran la evolución económica, la agenda política, de mercado y la segmentación demográfica.

Guía para hacer un desk research

La investigación documental o secundaria ayudará a las empresas y organizaciones a recopilar información general y prepararse para la investigación cualitativa de usuarios.

Siguiendo esta línea, si se desea conocer el tamaño del mercado y los ingresos potenciales, será útil conocer soluciones existentes, así como definir grupos de usuarios y clientes potenciales. La investigación documental será una herramienta de investigación que ayudará a esto.

Para llevar a cabo un desk research, es necesario seguir los siguientes cinco pasos:

Antes de comenzar, es necesario identificar el tema que se va a investigar. Una vez hecho esto, es clave hacer una lista de los atributos de la investigación y su propósito.

El problema de investigación es la base de todo proceso, algo que necesita ser explicado. Para establecerlo y diseñar un proceso de investigación de mercados es necesario ser claro, concreto, y delimitar el espacio donde se desarrolla.

Este punto refiere a las fuentes de información que proporcionarán los datos más relevantes aplicables a la investigación.

Se pueden consultar informes gubernamentales o del sector privado, actas de congresos, publicaciones periódicas, publicaciones oficiales, artículos en periódicos y revistas.

Una vez que las fuentes de recolección de información estén reducidas, es clave verificar si hay datos anteriores disponibles que estén relacionados con la investigación. Pueden obtenerse de diversas fuentes como las anteriormente mencionadas.

Las referencias pueden ser registradas en las denominadas "tarjetas de Insights", las cuales contarán con un título que resuma la información, una breve descripción de la información, la fuente y la fecha de la investigación.

Una vez que se lleva a cabo la recopilación de los datos, combinarlos y compararlos es esencial para la eficiencia de la investigación. Esto para que no se duplique la información y se analice información dos veces.

Para esto, también destacan las tarjetas de insights, pues la restricción de espacio de la tarjeta induce a la objetividad en función de registrar lo que realmente tiene sentido del dato encontrado.

Este paso es, probablemente, el más relevante en la guía para hacer un desk research. En este punto, todos los anteriores cobran sentido, pues es aquí donde se confirma si se han respondido todas las preguntas del paso uno. Si no es así, el proceso se repite en función de profundizar más en ideas prácticas.

Siguiendo esta línea, el objetivo de este punto es realizar un seguimiento de los cambios durante todo el período. Se analizan, por ejemplo, registros, registros de correo electrónico, bases de datos, análisis web, actas de reuniones, informes del personal o registros de información.

Desk research es la opción para aquellas empresas que están dispuestas a realizar investigación de mercado sin necesidad de desembolsar grandes cantidades de dinero. Al ser, la mayoría, fuentes de libre acceso y fáciles de encontrar, la investigación secundaria ayudará a recopilar y utilizar los datos realmente necesarios, a diferencia de una investigación primaria que inicia desde cero.

Desk research , Herramientas de investigación , Investigación de Mercados

Editado Por: Patricia Manero

Mis conocimientos en redacción, análisis de texto, lingüística y literatura han ayudado al equipo de trabajo a generar contenidos de calidad. Feminista, comprometida con la sociedad, amante de los animales y de escribir.

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Design Toolkit

Desk research

Investigación

Clasificación

Duración Media

Dificultad Baja

Experiencia Media

Participantes Pocos

El desk research , también llamado secondary research , consiste en recoger información a partir de estudios e investigaciones ya realizadas y que han publicado sus resultados.

A menudo se habla de que hay dos tipos de desk research , el interno y el externo. El desk research interno basa sus fuentes de información en la propia organización o en la información que proporciona el cliente de un proyecto. Por su parte, el desk research externo utiliza fuentes de información, como por ejemplo datos de tipo más estadístico y social (elaborados por organismos públicos), o más orientados al consumo o a la investigación (elaborados por empresas y universidades). Así, el tipo de informaciones que ofrece cada cual tendrá un sesgo muy diferente. La información de tipo público o gubernamental la encontraremos en institutos de estadística o instituciones temáticas específicas. Las informaciones de investigación las encontramos en bases de datos académicas, normalmente de pago. Las informaciones de tendencias y consumo las elaboran normalmente empresas privadas y son también de pago; algunas de estas empresas son Nielsen, Pew o Gartner.

La investigación secundaria resulta útil al inicio del proyecto, puesto que a partir de las necesidades del proyecto nos permite identificar aquello que ya se sabe y aquello que hemos de investigar. Es importante diferenciar claramente y no mezclar datos entre la investigación del proyecto y la investigación secundaria.

Acceso a fuentes de información y bases de datos de informes y artículos que pueden ser de pago.

En la fase de investigación resulta útil para enfocar nuestras hipótesis iniciales o para orientar los objetivos de investigación.

Hay que conocer las fuentes de información y el tipo de informes y artículos que se encuentran.

Se requiere cierta experiencia para buscar y encontrar la información adecuada y para saberla interpretar correctamente.

Es recomendable contrastar las fuentes de datos de los artículos e informes.

Algunas fuentes de información son:

• World Data Bank: http://databank.bancomundial.org/data/home.aspx
• Pew Research Center: http://www.pewsocialtrends.org/
• Centro de Investigaciones Sociológicas: http://www.cis.es/
• Open Data Barcelona: http://opendata-ajuntament.barcelona.cat/ca
• Nielsen: http://nielsen.com/
• Gartner: http://gartner.com/
• Proporciona información previa al proyecto, que permitirá orientar decisiones y la propia investigación del proyecto.
• Permite disponer de información que por su temática, alcance o coste, quedaría fuera de los medios del proyecto.

Inconvenientes

• A veces se utiliza el desk research como sustituto de la etapa de investigación de un proyecto. Esto va en detrimento del valor del proyecto y de llegar a un producto final centrado en sus usuarios.

Referencias

Travis, D. (2016). «Desk research: the what, why and how» [artículo en línea]. < http://www.userfocus.co.uk/articles/desk-research-the-what-why-and-how.html >. [Fecha de consulta: 25 de enero de 2021].

Bienvenido al Design Toolkit de la UOC

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Si identificas algun error, echas en falta alguna herramienta de diseño o quieres hacer cualquier sugerencia te puedes poner en contacto con nosotros a través esta dirección de correo electrónico: [email protected].

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

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• Análisis de mercado
• Engagement del consumidor
• Imagen y posicionamiento de marca
• Desarrollo de productos y servicios

Desk Research, qué es, pasos a seguir y porqué es importante utilizarlo

• Estudios de mercado

El Desk Research o Estudio de gabinete es una técnica complementaria de recogida de información que se basa en la recopilación y el análisis de datos ya publicados o datos secundarios.

El concepto de “trabajo de escritorio” (de ahí el “desk”) tiene pleno sentido tanto en relación con el momento en que comenzó a utilizarse este tipo de metodología como en la actualidad, si bien en este momento, gracias a internet y la digitalización, la búsqueda de información está muy basada en la recopilación de información online.

Artículos relacionados:

• Cómo calcular el precio de un producto
• Herramientas de análisis de mercado
• Pasos de la investigación cuantitativa

En otras palabras, se utiliza la tecnología para la búsqueda de las fuentes de información en las que se sustenta la investigación o proyecto que se está elaborando, aunque, además del entorno web, los lugares y fuentes a los que puede acudir para realizar un desk research es muy variado (pueden ser bibliotecas, hemerotecas, encuestas preexistentes, periódicos, revistas, universidades, radio y televisión, entre las más habituales). 

Se le denomina también investigación sobre datos secundarios porque se basa en la recogida de información de datos ya publicados. Así se diferencia de la información recogida directamente a través de encuestas o sobre datos primarios.

En los estudios de mercado se utiliza con bastante frecuencia, en el inicio de una investigación, para recoger información disponible del sector de actividad o la categoría de producto objeto de estudio. Tiene su aplicación tanto en estudios B2C (cuando el target o el cliente es el consumidor final) como B2B (el cliente es una empresa).

Principalmente se trata de recabar información para:

• Dimensionar la Competencia. Número de operadores, agentes o empresas que se encuentran en competencia en el mercado a estudiar: características, ámbito de actuación, tipo de productos o servicios ofrecidos, precios, canales de comercialización, comunicación con el cliente, etc.
• En estudios B2C: sexo, edad, índice sociodemográfico y ámbito geográfico del target al que nos dirigimos.
• En estudios B2B: tamaño de las empresas potenciales demandantes del producto o servicio objeto de estudio (normalmente en número de empleados), sectores de actividad (Códigos CNAE) y ámbito geográfico.

De esta manera, el Desk Research supone una técnica de base fundamental para conocer nuestro mercado y analizar nuestro target. La información recabada ofrece poderosas herramientas para desarrollar los objetivos del proyecto mientras ofrecemos una respuesta adaptada a las necesidades del cliente.

Índice de contenidos

¿Cómo hacer un Desk Research? Pasos a seguir  

A la hora de llevar a cabo un desk research, la mejor fórmula para alcanzar el éxito es la siguiente: 

• Definir el tema a investigar . Este ha de ser concreto, se ha de tener claro el objetivo a analizar y sobre el que se va a sustentar la investigación.
• Identificar las fuentes a las que se va a acudir para recopilar todos los datos e información necesaria. Esta es una tarea clave (y, a veces, también ardua: de ese “saber moverse” para localizar información depende en gran medida la bondad de los resultados del estudio).
• Recogida sistemática de información . Hacerse con la máxima documentación posible para realizar el proyecto y almacenarla de forma sistemática y adecuada para los objetivos del estudio.
• Una vez llevada a cabo la localización y recogida de datos, estos han de ser comparados entre las diferentes fuentes para evitar duplicados o posibles errores. En este paso se incluiría la certeza de que se trata de fuentes fiables y verídicas.
• Comprobar que todos los datos e información obtenidos son realmente de interés y permiten alcanzar el objetivo y temas a investigar (dicho de otro modo, que no solo se trata de documentación complementaria que finalmente podría no aportar nada de interés a la búsqueda).

Desk Research en la práctica

A la hora de utilizar Desk Research como técnica de recogida de información, conviene tener en cuenta varios aspectos:

• Fuentes utilizadas . Es necesario utilizar fuentes fiables y solventes. El Instituto Nacional de Estadística (INE) ofrece gran cantidad de información estadística de todo tipo, pero existen otras muchas fuentes que se pueden utilizar. Hoy en día Internet nos ofrece grandes posibilidades de acceso a información, pero hay que saber valorar y filtrar las fuentes de referencia para el acceso a la información y verificar su fiabilidad. En cualquier caso, la fuente de referencia siempre debe de ser mencionada cuando se haga uso de estos datos ya publicados.
• La recogida de información debe de ser sistemática . Cuando realizamos un rastreo online, es fundamental actuar con algún criterio sistemático. Este criterio debe de ser diseñado previamente en cada caso. Es necesario que el rastreo abarque toda la posible información disponible que sea relevante para el estudio. 
• Por otro lado, tenemos que ir almacenando y clasificando la información obtenida con un criterio temático, en función de los objetivos del estudio. Además, cada dato debe ir referenciado con su fuente, como hemos comentado anteriormente. De tal modo, vamos construyendo una base de datos en bruto con toda la información recogida.
• Sobre esta información en bruto es necesario realizar un análisis . El análisis debe ir enfocado a los objetivos del estudio. El análisis de los datos secundarios requiere una destreza adicional del técnico frente a los datos primarios u obtenidos a través de una encuesta. En un Desk Research, normalmente contamos con datos de distintas fuentes, en distintos formatos, y que, además, podrían ser en principio no equivalentes o contradictorios. El técnico debe saber seleccionar la información que ofrece mejor validez.

Por qué realizar un Desk research  

Entre las ventajas que sobresalen en lo que es desk research se encuentran: 

• Velocidad . Este proceso es mucho más rápido que, por ejemplo, realizar una investigación primaria en la que los datos han de ser recopilados desde cero.
• Fácil acceso . Al estar basada en informaciones ya publicadas, el desk research de una forma u otra logra llegar a ellas y recogerlas sin mayor dificultad.
• Sirve como una primera toma de contacto para plantear en el futuro realizar una investigación primaria .
• En todo caso, hay que tener cuenta y asegurarse de la veracidad y credibilidad de dichos datos e información recopilada, así como verificar que son últimas ediciones y no se están tomando datos muy antiguos sin actualizar.

Aunque se puede utilizar en cualquier tipo de estudios, el Desk Research como metodología de recogida de información es muy útil como paso previo para realizar un Análisis de mercado en el que queremos conocer, antes de realizar la investigación sobre datos primarios, el perfil de la competencia principal , tipos de productos o servicios que ofrecen, nivel de precios, ubicación de sucursales, datos secundarios existentes sobre la demanda potencial del producto o servicio, etc…

También es posible plantear un estudio únicamente con la utilización de esta técnica de recogida de información. Si hemos recurrido a las fuentes más fiables y oportunas y, además, hemos realizado un correcto análisis de los datos, los resultados pueden ser muy relevantes para cubrir los objetivos del estudio

En CIMEC somos expertos analistas en la elaboración de encuestas, análisis de datos y realización de estudios de mercado con todo tipo de metodologías y técnicas. Si deseas obtener más información o conocer nuestras soluciones, puedes ponerte en contacto con nuestro equipo aquí .

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• What is desk research: Definition, tips & examples

Defne Çobanoğlu

Every research starts with thinking and then continues with reading. Lots of reading 🤓. It’s because you have to know what other scientists, marketers, and researchers have found on the subject so you can build on it. This is basically what desk research is. 

In this article, you will learn what secondary or desk research is and how to do it with some excellent tips and examples. Let us get started with the basic definition!

• What is desk research?

In layman’s terms, desk research is a type of research where you gather data while “ sitting at a desk .” It is another name for secondary research where the study itself is desk-based research and not experiment-based research. 

Broadly speaking, there are two types of main research types. One of them is primary research , where the researcher tries to gather data firsthand (directly from the data source). The other one is secondary research , where the researcher is going through secondary data from published books, case studies, and other quantitative research. In other words, secondary research basically equals desk research.

• Why do you need desk research?

No matter the objective of the study, desk research should always be the first step. Because previously done experimental research and explanatory research give a good starting point. If you can take advantage of the existing information, it is always constructive to see what was previously said. But that is not the only reason to use this research method. So here are the advantages of desk research:

✅Insightfulness

It would be foolish of you to just jump into the middle of research without doing any research beforehand. A researcher who collects data before going along with their plan will gather substantial information and continue with their plan with this obtained insightfulness.

✅Time efficiency

Conducting a full-on study from start to finish is quite time-consuming. However, secondary data is right there waiting to be inspected. Thanks to that, the data collection is very quick.

✅Availability

As mentioned above, the secondary data collection sources are available on many platforms. They can be found in libraries, databases, online sources, booklets, and many more.

✅Cost-effectiveness

In addition to the other advantages, doing desk research is very cheap, too. So long as you can access a library or have an internet connection, you can gather the appropriate data without a cost.

The benefits of desk research

• How to do desk research

The best approach to any research is a systematic one. That is why you should always have a plan or outline you will follow during your research. And we have gathered this step-by-step plan to guide you on your desk research. You can use it as is or build on these steps.

• Identify the topic: The first thing is to identify the research topic clearly to make sure you know what you want to know.. (You can change the topic as you explore the concept further.)
• Find research sources: Secondly, go on and identify the research sources.
• Collect data: Afterward, you can start collecting data from these sources. Go through every option to gather as much information as possible.
• Combine everything: Combine all that you gathered and compare it with the other information you collected. Make sure there are no contradictions.
• Make an informed analysis: The last step is to try to see if the findings answer the research topic well enough or not. If not, you can change the question or repeat the process. If you are satisfied with the findings you can decide if you want to continue with exploratory research methods to further your findings.

5 Steps to conduct a desk research

• Expert tips for desk research

Even the simplest task is best done by following a structured plan and organization. In addition to this, if you are planning to start your desk research, you should mind these smart tips to guide you in your way:

• Make sure the data you collect is not outdated .
• Take systematic notes while going through the sources so as not to get mixed up.
• Be critical and analytical and question your findings to make sure there are no contradictions.
• Do not limit yourself to just a few sources. It is better to make use of all options .
• Do not be biased. Stay open-minded . If you limit yourself to only a number of sources, your findings will be more than likely, insufficient. You should broaden your perspective by looking into various sides and frames.
• You can change course according to your findings. Do not feel limited to a frame. 
• You can combine and support your findings with some primary research techniques such as surveys, interviews, or observations.
• Applications of desk research

Now, we know how to do desk research, what to have in mind, and its advantages. But on what occasions can you use this type of research? Let us see some examples of desk research.

1. Doing market research on a subject

When you want information on the latest fashion trends and clothing preferences of teenagers, it is best to consult appropriate data. You can read through magazines, fashion articles, fashion brand reports, and so on. Worth the data you obtain, you can build your fashion brand or create an eye-catching ad.

2. When you have an academic approach

Let us say you are a scholar who specializes in second language acquisition in children in a bilingual household. You can check out available online academic sources such as Google Scholar, ResearchGate, Wiley Online Library, or Library Genesis. There, you can find previously done studies, articles, and statistics.  

3. Getting a general idea of a specific group of people

Let us say you will work with or around university students aged 18-28, and you want to know more about their behaviors and preferences to make informed decisions. You can use sources such as textbooks, news articles, reviews, journal entries, and previously done interviews and surveys. 

• Frequently asked questions about desk research

What are the common resources for desk research?

The sources for desk research are limitless. Because they are basically every study conducted on the research topic. As long as they are organized, tangible, and objective , there is no problem using them. Some appropriate resources for desk research are:

• Published books
• Case studies
• Directories
• Company financial data
• Government statistics
• Commercial publications

When is desk research not reliable?

You may go through the relevant sources all you want, but if you fail to make sure the data is accurate, this can disrupt your project. There are some instances where desk research is not reliable and usable. For example, you can not use information that is outdated, biased, insufficient, irrelevant, or inaccurate .

Desk research vs. Empirical research

Empirical research is based on observation as directly experienced by the researcher. And even though secondary research backs up the theory part, empirical data is a primary research method . In desk research, the researcher goes through existing sources; therefore, desk research is a secondary research method.

Desk research vs. Primary research

Desk research is also known as secondary research and it involves collecting data from secondary sources such as published documents. And, primary research involves collecting data directly from the original sources. For example, doing experiments, observations, or interviews. 

Desk research vs. Field research

Desk research, also known as secondary research, is when data collection is completed from secondary sources such as published documents or website sources. Field research, also known as primary research, is when data collection is directly from the source about a specific subject.

In desk research you collect pre-existing information while in field research you create new knowledge via exploration.

Desk research is an essential part of any study, no matter the concept. Thanks to desk research, the researcher collects all available data to draw their own conclusions or support their research theory.

It can be done using a number of source materials from books, reports, analyses, and entries. İt is a valuable part of the study. Desk research has its own advantages, and it can be perfected with some tips as well. What's more, you can use a smart tool such as a form and survey maker tool like forms.app to help you with all your research subjects!

Defne is a content writer at forms.app. She is also a translator specializing in literary translation. Defne loves reading, writing, and translating professionally and as a hobby. Her expertise lies in survey research, research methodologies, content writing, and translation.

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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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by UXPin on 3rd July, 2023

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Desk Research 101: Definition, Methods, and Examples

Parvathi vijayamohan.

2 March 2023

Table Of Contents

If you ever had to do a research study or a survey at some point, you would have started with desk research .

There’s another, more technical name for it – secondary research. To rewind a bit, there are two types of research: primary , where you go out and study things first-hand, and secondary , where you explore what others have done.

But what is desk research? How do you do it, and use it? This article will help you:

• Understand what is desk-based research
• Explore 3 examples of desk research
• Make note of 6 common desk research methods
• Uncover the advantages of desk research

What is desk research?

Desk research can be defined as a type of market/product research, where you collect data at your desk (metaphorically speaking) from existing sources to get initial ideas about your research topic.

Desk research or secondary research is an essential process from a business’s point of view. After all, secondary data sources are such an easy way to get information about their industry, trends, competitors, and customers.

Types of secondary data sources

#1. Internal secondary data: This consists of data from within the researcher’s company. Examples include:

• Company reports and presentations
• Case studies
• Podcasts, vlogs and blogs
• Press releases
• Websites and social media
• Company databases and data sets

#2. External secondary data: Researchers collect this from outside their respective firms. Examples include:

• Digital and print publications
• Domain-specific publications and periodicals
• Online research communities, like  ResearchGate
• Industry speeches and conference presentations
• Research papers

What are examples of desk research in action?

#1. testing product-audience match.

Let’s say you’re developing a fintech product. You want to do a concept testing study. To make sure you get it right, you’re interested in finding out your target audience’s attitudes about a topic in your domain. For e.g., Gen Z’s perceptions about money in the US.

With a quick Google search, you get news articles, reports, and research studies about Gen Z’s financial habits and attitudes. Also, infographics and videos provide plenty of quantitative data to draw on.

These steps are a solid starting point for framing your concept testing study. You can further reduce the time spent on survey design with a  Concept Testing Survey Template . Sign up to get free access to this and hundreds more templates.

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#2. Tracking the evolution of the Web

As we wade into the brave new world of  Web 5.0 , there are quite a few of us who still remember static websites, flash animations, and images sliced up into tables.

If you want to refresh your memory, you can hop on the  Wayback Machine . iI gives you access to over 20 years of web history, with over 635 billion web pages saved over time!

Curiosity aside, there are practical use cases for this web archive. SEO specialist Artur Bowsza explores this in his fantastic article  Internet Archeology with the Wayback Machine .

Imagine you’re investigating a recent drop in a website’s visibility. You know there were some recent changes in the website’s code, but couldn’t get any details. Or maybe you’re preparing a case study of your recent successful project, but the website has changed so much, and you never bothered to take a screenshot. Wouldn’t it be great to travel back in time and uncover the long-forgotten versions of the website – like an archaeologist, discovering secrets from the past but working in the digital world?

#3. Repairing a business reputation

As a brand, you hope that a crisis never happens. But if hell does break loose, having a crisis management strategy is essential.

If you want examples, just do a Google search. From Gamestop getting caught in a  Reddit stock trading frenzy  to Facebook being voted  The Worst Company of 2021 , we have seen plenty of brands come under fire in recent years.

Some in-depth desk research can help you nail your crisis communication. Reputation management expert Lida Citroen outlines this in her article 7 Ways to Recover After a Reputation Crisis .

Conduct a thoughtful and thorough perception sweep of the reputation hit’s after-effects. This includes assessing digital impact such as social media, online relationships and Google search results. The evaluation gives you a baseline. How serious is the situation? Sometimes the way we believe the situation to be is not reflected in the business impact of the damage.

6 popular methods of desk research

#1. the internet.

No surprise there. When was the last time you checked a book to answer the burning question of “is pineapple on pizza illegal?” (it should be).

However, choosing authentic and credible sources from an information overload can be tricky. To help you out, the Lydia M. Olson Library has a 6-point checklist to filter out low-quality sources. You can read them in detail here .

#2. Libraries

You have earned some serious street cred if your preferred source is a library. But, jokes apart, finding the correct information for your research topic in a library can be time-consuming.

However, depending on which library you visit, you will find a wealth of verifiable, quotable information in the form of newspapers, magazines, research journals, books, documents, and more.

#3. Governmental and non-governmental organizations

NGOs, and governmental agencies like the US Census Bureau, have valuable demographic data that businesses can use during desk research. This data is collected using survey tools like SurveySparrow .

You may have to pay a certain fee to download or access the information from these agencies. However, the data obtained will be reliable and trustworthy.

#4. Educational institutions

Colleges and universities conduct plenty of primary research studies every year. This makes them a treasure trove for desk researchers.

However, getting access to this data requires legwork. The procedures vary according to the institution; among other things, you will need to submit an application to the relevant authority and abide by a data use agreement.

#5. Company databases

For businesses, customer and employee data are focus areas all on their own. But after the pandemic, companies are using even more applications and tools for the operations and service sides.

This gives businesses access to vast amounts of information useful for desk research and beyond. For example, one interesting  use case  is making employee onboarding more effective with just basic employee data, like their hobbies or skills.

#6. Commercial information media

These include radio, newspapers, podcasts, YouTube, and TV stations. They are decent sources of first-hand info on political and economic developments, market research, public opinion and other trending subjects.

However, this is also a source that blurs the lines between advertising, information and entertainment. So as far as credibility is concerned, you are better off supporting this data with additional sources.

Why is desk research helpful?

Desk research helps with the following:

• Better domain understanding.  Before doing market research, running a usability test, or starting any user-centric project, you want to see what companies have done in the past (in related areas if not the same domain). Then, instead of learning everything from scratch, you can review their research, success, and mistakes and learn from that. 
• Quicker opportunity spotting.  How do you know if you’ve found something new? By reviewing what has gone before. By doing this, you can spot gaps in the data that match up with the problem you’re trying to solve.
• More money saved . Thanks to the internet, most of the data you need is at your fingertips, and they are cheaper to compile than field data. With a few (search and mental) filters, you can quickly find credible sources with factual information.
• More time saved . You have less than 15 minutes with your research participant. Two minutes if you’re doing an online survey. Do you really want to waste that time asking questions that have already been answered elsewhere? Lack of preparation can also hurt your credibility.
• Better context.  Desk research helps to provide focus and a framework for primary research. By using desk research, companies can also get the insight to make better decisions about their customers and employees.
• More meaningful data.  Desk research is the yin to the yang of field research – they are both required for a meaningful study. That’s why desk research serves as a starting point for every kind of study.

This brings us to the last question.

How do you do desk research?

Good question! In her blog post , Lorène Fauvelle covers the desk research process in detail.

Y ou can also follow our 4-step guide below:

• First,  start with a general topic l ike “handmade organic soaps”. Read through existing literature about handmade soaps to see if there is a gap in the literature that your study can fill.
• Once you find that gap, it’s time to  specify your research topic . So in the example above, you can specify it like this: “What is the global market size for handmade organic soaps”?
• Identify the relevant secondary data for desk research. This only applies if there is past data that could be useful for your research.
• Review the secondary data  according to:
• The aim of the previous study
• The author/sponsors of the study
• The methodology of the study
• The time of the research

Note: One more thing about desk research…

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.

• Dr David Travis, Desk Research: The What, Why and How

Wrapping up

That’s all folks! We hope this blog was helpful for you.

How have you used desk research for your work? Let us know in the comments below.

Growth Marketer at SurveySparrow

Fledgling growth marketer. Cloud watcher. Aunty to a naughty beagle.

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What is desk research?

• June 9, 2020

As the world becomes more and more data-driven, it is important to ensure that you are informed when making decisions in your business. Desk research, also known as secondary research, is one of the most accessible ways to collect information quickly to generate meaningful insights.

As implied, desk research involves data gathering and analysis work that can be done without leaving the desk. It involves the collection and processing of information that has already been created by other people. This is in contrast with primary research which usually involves the creation or collection of new data through surveys, interviews, focus group discussions, and other primary data analytical tools.

Types of desk research

Internal desk research usually involves the collection and analysis of data that is within an organisation. When you look into your Google Analytics for website traffic data, Salesforce for your CRM-data, and Quickbooks for your sales numbers, you are conducting an internal desk research. Internal desk research is useful when you need to understand how your business is performing, how effective different processes are, and how you can improve them further.

External desk research as its name suggests requires one to collect data from sources that are external to your company. Sources used in external desk research can generally be split into these two groups:

• Publicly-available information Public sources of information include government databases, corporate reports (annual reports and presentations), news article, academic journals and writings, reports from industry associations, and others.
• Private information There are also some information that is locked behind pay-walls that can be used as sources for desk research. These include subscription-based databases, premium news articles, customised research reports, customised industry reports, and even academic journals.

External desk research is important to ensure that organisations are not making decisions in silos. Information about competitors, general industry trends, and consumer behaviours can be useful in contextualising a decision and making an informed one.

Why do desk research?

• There’s plenty of information already generated by others As information gets more bountiful, it is easier than ever to find relevant insights without having to commission expensive and laborious primary research projects. The amount of data that is generated in our generation will only accelerate. In the past two years alone, we have generated more than 90% of all data ever created by humanity. As technologies such as Internet of Things (IoT) become more prevalent, we will only see more sophisticated insights and data generated in our lifetime. Why not use this to help us make better decisions?
• Fact check Desk research is the quickest way to validate your assumptions and hypothesis. It helps you get a quick grasp about an industry, your competitors and even consumer behaviour and trends. You can even use desk research to build compelling arguments for your ideas easily without having to conduct full-blown focus group discussions.
• Tap into others’ expertise Desk research allows you to tap into a diverse set of readily available information. While you will need to spend time and be prudent about it, desk research can yield information that is generated by industry experts, practitioners and even academics, which is highly valuable and which data collection method is often more robust than anything you can produce. By leveraging multiple sources and research reports, you will also be able to generate insights that are more objective and well-rounded.
• Build credibility Your customers and employers are only becoming more and more data-centric. Gone are the days where you can write a proposal without having data-backed and insights-backed arguments. By leveraging desk research to validate hypothesis and assumptions, you can appear more credible and prepared in any work situations.
• Desk research is accessible If you have conducted a Google search for product reviews before you make any purchases, then you have done desk research. One can easily find information as long they have access to the internet. This is why desk research is so popular.
• desk research , secondary research

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Desk research.

Knowing what others have already discovered means you can contribute new, original thought to an existing knowledge base.

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Start with what’s there

Where to start is one of the hardest questions to answer when researching a problem. Depending on the type of project, you’ll need to look into a variety of research types to learn what’s been done before. Understanding past research will help you to focus on where you can do new research, and how best to frame that research. 

This process is known as benchmarking. Essentially, it means doing traditional desk-based research to find out what others have discovered in the field you’re investigating. You should also look for research that supports, or does not support, items that you might already know, or think you know, about the subject.

This process both informs and gives direction to your work. If you know where others have been, you can build off of their work, and contribute to the overall knowledge in this topic through your original research.

Academic Research can help you uncover what people have already done in your topic area. Use search engines like Google Scholar or Academia.edu, and publications like the Harvard Business Review, the Stanford Social Innovation Review, and the MIT Technology Review to find projects related to your subject. Read the abstracts of articles that sound interesting, then check those papers’ bibliographies to find additional articles and works.

Statistical Research can help you properly frame your area of interest. For example, historical statistics will allow you to understand whether your problem frame should widen out or focus in. Always evaluate the source of your data to maintain data hygiene and fidelity. 

• Data hygiene refers to the quality of the data collection and interpretation. 
• Data fidelity refers to the precision with which the data has been recorded. If the data collection or interpretation is illogical or messy, move on and find better data on which to base your work.

Internal-to-Organization Research is helpful if your project relates to a program or set of programs already underway in your organization. Look at those programs to see what’s already being done. Talk to the program leaders, review their documents, and, if possible, observe them working in the field. This process will help you frame your approach to avoid duplication of work, and increase your contribution to work already in process.

External-to-Organization Research means seeking out and studying existing programs outside of your organization. Look across all sectors: private, non-profit, academic, or other government organizations. Learning what others are developing will help you frame your project in a way that builds on this work. As you notify others of your work, you will also contribute to the community of knowledge on your subject.

Organize your research

Always properly cite and document desk research sources. Follow the examples below; either print them, or take a screenshot and mark them up digitally.

Keep all your citations organized and together. Keeping track of research sources means you can quickly and easily find content that you would like to reference or cite in a final report or communication.

Header image credit: Miray Celebi Kaba/DigitalVision Vectors via Getty Images

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Significado de desk research en inglés

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• all-you-can-eat
• anti-consumer
• anti-dumping
• distribution channel
• do business with someone/something
• economic activity
• first refusal
• pre-emption
• procurement
• rewards card
• sanctions-busting

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desk research | Inglés de negocios

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Palabra del día

a bitter pill (to swallow)

something that is very unpleasant but must be accepted

Sitting on the fence (Newspaper idioms)

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