Transcript Locating market research information & data

Commercialisation
Information Resources for
your market research
Locating global marketing information & data
James Hardiman Library
Identify and verify the market
opportunity using the 5 C’s
1. COMPANY
– What special competencies, skills and assets do we have?
2. CONTEXT
– What is the profile of our target market? What drives the market?
3. CUSTOMERS
– What needs are currently unsatisfied or unmet?
4. COMPETITION
– Who will compete with us and what is our real differentiation ?
5. COLLABORATORS – Whose help do we need to enlist?
Your market research should
reveal
• The total size of your market?
• Current/potential demand in target market
• Trends in target market—growth trends, trends in
consumer preferences, and trends in product
development.
• Provider profiles / Identify the competition
• Language, culture, politics, economy, infrastructure
• Duties/taxes, transport costs
• Technical requirements
• Labeling/Packaging requirements
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James Hardiman Library
Secondary research sources
published information - industry profiles, trade
journals, newspapers, magazines, census data,
demographic profiles
This type of information is available from library resources,
industry associations and government agencies,
chambers of commerce, from vendors who sell to your
industry, etc. (Enterprise Ireland, County Enterprise
Boards) (www.basis.ie).
talking to people who know about the industry,
markets and products you are considering
Gwen Ryan
James Hardiman Library
Relevant Library sources
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Books – marketing books at 658.8
Journals & databases for finding relevant articles
Government & EU publications
EU publications
State-sponsored bodies’ publications
Market research databases
Commercial directories
Literature from trade associations & professional
bodies
Gwen Ryan
James Hardiman Library
Types of secondary market research
information available from the Library
• Industry profiles - selected
• Trade journals
• Newspapers
• Magazines
• CSO census data
• Demographic profiles
Online marketing information
resources available via the Library
• Index to business journal articles
– Business Source Premier
• Market research report databases
– GMID, Mintel
• Newspaper archives
– Nexis, Factfinder, Irish Times Online
• Company & industry profiles databases
– FAME, Kompass, Nexis, Business Source Premier
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James Hardiman Library
• Majority of e-Resources are covered by
educational licence agreements
Generally do not allow use for commercial gain
School Institute Name to go here
Business Source Premier
Industry’s most used business research database
• 2,300+ full text journals, including full text for 1,100+
peer-reviewed business publications including Harvard
Business Review, Journal of Marketing Management,
Journal of Marketing Research (JMR), Journal of
Marketing, Journal of International Marketing
• Country economic reports from the EIU, Global Insight,
ICON Group and CountryWatch
• Detailed company profiles for the world's 10,000 largest
companies and SWOT analyses
• Market research reports
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James Hardiman Library
• Industries & Markets file
• Companies & Organisations file
– Industry Directories & Profiles
– Company Analyst Reports
– Industry Statistics
– Company Directories &
Profiles
– Industry Trade Press
– Market Research Reports
– Tenders Opportunities
– Company Filings
– M&A Reports
• News file
– Newspapers
– Industry & Trade Publications
– News wires & press releases
Gwen Ryan
James Hardiman Library
The “premier source for international marketing data”
• 200+ countries researched
• In-depth analysis for 80 countries - representing 95%
of global consumer spending
• 8 million internationally comparable statistics
• 17,000 full market reports
• Comment on emerging industry, country and consumer
trends
• 1000s of sources providing further research
information
• Powerful data analysis functions allowing you to
customise data for specific needs
Gwen Ryan
James Hardiman Library
Company information
• Filed accounts & contact details
– Companies Registration Office www.cro.ie
– Companies House (UK)
– FAME (UK & Ireland) via Library website
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James Hardiman Library
Free company information
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- free access to basic
information for international businesses, additional
information (eg. turnover) for European companies
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• US company information…
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James Hardiman Library
Annual reports directories on the
Web
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.ac.uk - free service offering
one point access to European and US
Company Annual Reports
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- free US publicly
traded annual reports
Gwen Ryan
James Hardiman Library
The remaining slides indicate how library and
other online resources can answer questions
such as:
What is the size of the Irish diaspora market in
North America
• What is the current demand for chilled ready
meals?
• Who are the main competitors in this market, and
what are their product positionings?
Gwen Ryan
James Hardiman Library
Size of US market
Population finder on
www.census.gov
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James Hardiman Library
Nature of the market
USA Country Factfile
on GMID
Market size and projected growth
Euromonitor US market
size statistics for
Chilled Ready Meals
on GMID
Gwen Ryan
James Hardiman Library
Industry profiles
Business Source
Premier
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James Hardiman Library
Irish competitors on FAME
Gwen Ryan
James Hardiman Library