Using Secondary Research
Leverage existing data and research to understand your market
Your Progress
Section 3 of 5What is Secondary Research?
Secondary research uses existing data that others have already collected: industry reports, government data, competitor websites, financial filings, published studies, and more.
It is faster and cheaper than primary research. Start with secondary research to understand the landscape, then use primary research to answer your specific questions.
Primary vs Secondary Research
Primary Research
Secondary Research
Explore Data Sources
Secondary Research Sources
Gartner
$$$$Technology market research
Access: Paid reports
Forrester
$$$$Business technology insights
Access: Paid reports
CB Insights
$$$Tech trends and startups
Access: Subscription
Statista
$$Statistics and market data
Access: Free + paid
eMarketer
$$$Digital marketing insights
Access: Subscription
Pro tip: Many libraries and universities provide free access to these expensive reports.
How to Conduct Competitor Research
Identify All Competitors
Direct competitors (same solution), indirect competitors (different solution, same problem), substitute products.
Analyze Their Product
Sign up for trials, watch demos, read docs. What features do they have? What is their UX like? What is missing?
Study Their Positioning
Read their homepage, marketing materials, case studies. Who do they target? What value do they emphasize?
Check Customer Reviews
G2, Capterra, app store reviews. What do customers love? What do they complain about?
Track Their Strategy
Follow their blog, job postings, LinkedIn updates. What are they building? Who are they hiring?
Competitive Analysis Template
Competitive Analysis Framework
Strengths
- ✓Large existing customer base
- ✓Strong brand recognition
- ✓Well-funded ($50M Series B)
- ✓Robust feature set
Weaknesses
- ✗Outdated user interface
- ✗Slow to add new features
- ✗Expensive pricing ($299/mo)
- ✗Poor customer support reviews
Your Opportunity
Build modern UX with better pricing and faster innovation
Threat Level
High
Validate Secondary Research
Not all published data is accurate or recent. Check the source, publication date, and methodology. When possible, verify findings with your own primary research before making major decisions.
Key Takeaways
- •Secondary research uses existing data from reports, websites, and public sources. Faster and cheaper than primary research.
- •4 data categories: industry reports, public data (free!), competitor intelligence, financial data.
- •Competitor research: identify all competitors, analyze products, study positioning, read reviews, track strategy.
- •Always validate secondary research. Check sources, dates, and verify with primary research when making big decisions.