Knowing Your Market: Andrew Scrogham and Anne Archer 28 February 2012

By the end of the session you will have:  Acquired knowledge of the market research and news sources available at the Business & IP Centre Newcastle and beyond.

Market research helps you to ascertain: How much of a demand there is for your product or service Who the consumers are likely to be What the competition is like What similar products/services are available on the market. Whether it is a growth market Why research a market?

 The process of acquiring information about customers in a market through field research or desk research.  Field research (Primary Research) involves collecting primary data by interviewing customers or completing questionnaires.  Research Buyer’s Guide  Cobra: a guide to using a market research questionnaire Market Research: a definition

 Desk research (Secondary Research) involves collecting secondary data by looking at information and statistics collected by others.  Market reports  Industry reports  Trade association reports  Official statistics  Trade journals Market Research: a definition

What can we find in published market research?  Findings of field research  Data: Quantitative & Qualitative  Demographic information  Product Data / New Products  SWOT & PEST Analysis  Data from other sources, e.g. Government & Trade Associations  Forecasts

Keynote: Market research reports found at Newcastle Libraries  Over 2,000 market research reports  Coverage of every major industry sector  New/updated titles published every week  Easy-to-use report format and intuitive website

Other Desk Research Tools  Market Research reports:  Market Research how to articles and research findings:  Trade Associations: or  Trade Magazines:  Newstand (available through Newcastle Libraries 24 hour library)

Statistics:  Office of National Statistics: / (Local statistics and demographics: )  European statistics (click on statistics under publications and documents)  Links to official world wide statistics websites / sources:  Useful list of statistics websites provided by British Library:

Competitor analysis  Corporate Researcher (available in Library)  Keynote (available in Library)  Thompson Business Pro (available in library)  Company websites  Online directories: Up My street, Yell.com, Scoot, Businessmagnet  Trade fairs / exhibitions  Blogs and social networking sites

Other resources available at BIPC Newcastle: COBRA (City Library access only)  Business Opportunity Profiles  Factsheets  UK Market Synopses  Local Area Profiles  Business Legal Library  Sources of Business information  Events and Exhibitions

IP Advice Introductory advice from BIPC team Specialist advice from solicitor and patent attorney in residence Practical advice from an innovator in residence Business Advice PNE, Science City, RTC North Finance/Tax NEA2F and Tait Walker Marketing RTC North PNE

Other Business Libraries British Library BIPC -  Wealth of resources including industry guides and numerous specialist and general databases Business and Patent Information Service: Leeds Central Library  Keynote, Cobra, Mintel Business at The Mitchell Library: Glasgow:-  Keynote, Cobra, Datamonitor, ABI/Inform, Mint UK and Mint Global

Contacts  Business & IP Centre Newcastle website:  Newcastle City Library: Tel: