Gathering market research reports, industry profiles and trade and business news is a good way for your entire team to get acquainted with the economic, demographic, technology, political, natural and cultural environment impacts on your product/service category. IBISWold reports are a great place to start.
Syndicated market research doesn't always align perfectly with your clients offerings. You may need to glean what you can from broader or adjacent categories.
By smart Googling you will find additional market research, ALWAYS evaluate the information you find to judge it's quality. Consider methods used to gather and compile data, intended audience, publication purpose, author expertise and biases. If you are unsure about source credibility, make an appointment and I will walk you through assessing it.
Search the news to update market research and industry reports. Visit trade or professional association websites often listed in industry reports such as these:
First Research Industry Profiles (ABI/INFORM Collection - ProQuest)
Mintel Insights & Analytics Limitations on Use Access Instructions
MarketResearch.com Academic Limitations on Use
Passport (Euromonitor International) Limitations on Use
Market research reports, the Census Bureau and surveys provide demographic, behavioral and psychographic data on consumers.
The search interfaces for many of these databases are not intuitive. Where available use the tutorials provided or make an appointment for help with searching.
Citing the original source of a data point about a target is more persuasive than citing data twice removed. Whenever possible, trace data back to it's original source.Catalyst MRI Simmons Tutorial
ESRI Business Analyst Online Tutorial Access Instructions
Access courtesy of the Department of Geography & the Environment.
Statista Global Consumer Survey Guide
Your marketplace trends research should surface key competitors. There are a few worldwide coffee roasters and coffee shops that are traded publically, but most of the competitors are smaller, private and regional. Searching for news and social media about them will be important.
The company databases listed here provide key performance indicators and in some cases SWOT analysis on the whole company level. Company and product/service news, not limited to press releases, and deep dives into web sites and social media are essential for discerning competitor strengths and weaknesses.
Avoid using SWOT analyses found on the free web unless you have vetted it. If you are not sure, make an appointment with me to a walk through how to evaluate a source.
A to Z Databases
MarketLine Company Profiles (EBSCO)
Use theses sources to find books and articles on marketing strategy best practices. Find out how to reach your target audience and benchmark what it might cost.WARC
Advertising Insights (Kantar Media) Tutorial
Advertising Age Datacenter (AdAge) Access Instructions
eMarketer (Insider Intelligence)
Catalyst MRI Simmons Tutorial
ABI/INFORM Collection (ProQuest)
Access World News (NewsBank) Tutorial
Business Source Premier (EBSCO)
Factiva (Dow Jones)
- Don't leave creating citations to the end or expect one team member to create them all.
- When using a citation generator such as ZoteroBib, begin by identifying the type of materials you are using (reports, articles, websites are most common).
- Always check the citation generated against an authoritative model.
- Review citations to make sure they are consistent. If each team member makes citations as they are working, there will surely be different interpretations of how to cite similar resources.
- Provide attribution for all the facts and data you use. Often formal citations are omitted from practical business writing, but you are writing for an academic audience so when in doubt, cite it.