Desk research

Desk research — is an analytical method based on the collection, systematization, and interpretation of secondary data (reports, statistics, open-access databases, and media publications).

It is used both for rapid exploratory analysis and for a comprehensive study of the information environment.

What desk research allows you to achieve

Create a “market map”
Obtain a strategic overview of the industry: assess its volume, identify key players, describe consumer segments, and analyze major trends.

Analyze market context
Examine the market environment in which the subject of research exists, specifically:

• Key players: study their offerings, business models, market strategies, sales channels, strengths, and weaknesses.
• Consumer profile: identify and describe existing target audience segments and the needs they address.
• Alternative solutions: understand other ways the target audience currently solves their problems.
• Information landscape: determine where the target audience searches for information and which sources they trust.

Establish an information base for further research
Build a solid foundation for qualitative or quantitative stages and formulate well-grounded hypotheses for testing.

Integration with other methods

Desk research — is a powerful starting point. It allows for a detailed look at the “tip of the iceberg,” but for a deeper analysis, we recommend supplementing it with other methods.

Individual interviews with industry experts can significantly strengthen the findings: validating results, providing vital clarifications, and allowing for a much deeper dive into the research topic.

“Mystery Shopper” enables a comprehensive study of competitors, while in-depth interviews or focus groups with the target audience provide an understanding of their practices, motivations, and behavioral patterns.

In today’s world, information is overabundant, but truly valuable data is scarce. The value of desk research by MCG lies not in simply gathering public information, but in its deep and professional processing.

What exactly we do

1. Systematize large volumes of data

   We work with a wide variety of sources: from statistical databases and reports to industry media, blogs, forums, and social networks.

2. Verify and analyze

   A key stage of our work — is verifying information for accuracy, identifying contradictions, and selecting only the most relevant and reliable data.

3. Apply analytical tools

   We don’t just collect data; we professionally analyze it, identify patterns, and draw well-grounded conclusions.

4. Prepare structured results

   You receive a unified analytical report with clear findings and practical recommendations.