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Researching your market

A collection of books, articles, guides and links on understanding and researching markets.

What's on this page?

  • eBooks
  • Briefings
  • Checklists
  • Online articles
  • Small Business Update
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com
T  +44 (0)20 7920 8620
F  +44 (0)20 7920 8621

Featured article

Why traditional market research is a waste of time

Gavin Symanowitz discusses why conventional market research is flawed, looking back at examples such as Red Bull and 'New Coke'. How people behave under artificial market research conditions often proves to be very different from how they react when a product is actually launched. Some solutions to create a more realistic research environment are suggested.

eBooks

The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.

Business to business market research

Designed to help the reader develop core business-to-business market research skills, and to apply research effectively. It includes case studies and describes up-to-date research techniques, including the effects of the internet and merging markets.

Conducting marketing research for international business

The book contains chapters on international market research, opportunity assessment, customized research using primary data, the research process and a worked example.

Emerging trends, threats and opportunities in international marketing: what executives need to know

The book is composed of a series of marketing research articles, loosely grouped under four headings: marketing and PR in an uncertain world, competition from emerging international markets, global sourcing and supply chain, and marketing challenges engendered by current events. This last section covers brand management, trade and terrorism, and marketing in the wake of financial crisis.

Market data explained: a practical guide to global capital markets information

Attempts to demystify the subject of capital market data. Includes dedicated sections on reference, business and static data, and a logical data dictionary.

Strategic analysis and choice: a strategic approach

Recommends using market research and detailed stategic analysis as a basis for a strong business strategy. Written from a US perspective.

Showing 5 of 8 items

Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

Briefings

Directors' Briefings and Start-Up Briefings are four-page guides written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Researching your market

01-06-2011

When you are setting up a business, researching your potential market is essential. Although it is time consuming to acquire, a thorough and reasoned knowledge of the market is invaluable to the future of your business.

Research your export markets

01-10-2012

It is essential to carry out thorough research before you start exporting. Good research can help prevent costly mistakes and boost your chances of choosing the right market. In this briefing we look at how to research potential markets, assess the demand for your product and identify your main competitors.

Research for your marketing

02-10-2012

Marketing research helps you understand your competitive position, spot opportunities, reduce risks and take better decisions.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Checklists

The How To Do It guides from Atom Content Marketing are a collection of checklists providing a step-by-step approach to key business issues. Access to these guides is available to logged-in ICAEW members, ACA students and other entitled users.

Research your market

When you are setting up a business, researching your potential market is essential. Although acquiring a thorough knowledge of the market can be time consuming, such information is invaluable to the future of your business.

Research overseas markets

High-quality research is essential before you commit to trading overseas. Exporting to a new market is a serious undertaking, and getting it wrong can be extremely costly. Fortunately, carrying out market research need not be intimidating or difficult. Much of the information is readily available, and business support organisations are keen to help. But it will be time consuming and you will probably have to make some sort of investment over and above your time. Following a logical procedure, and making sure that you’re on top of all the details you need to know, can boost your chances of success enormously.

Market innovative products and services

Marketing any product or service is vital to its success. No matter how good your product or service, it will not achieve its commercial potential if you fail to communicate its benefits to your target customers. Marketing has to be an ongoing process – if you let it slide for just a few months,competitors may take some of your market share.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Why traditional market research is a waste of time

Gavin Symanowitz discusses why conventional market research is flawed, looking back at examples such as Red Bull and 'New Coke'.

Precious bundles of insight

Matthew Valentine discusses the use of market segmentation for product innovation.

Advertising analytics 2.0

Many big companies are deploying a set of capabilities that can chew through terabytes of data to reveal how advertising touch points interact dynamically.

Marketing's magic bullet? Keep it simple and consistent

A report on the findings of the Financial Planning Association's (FPA) '2011 Marketing methods: Planner best practices' study.

A step-by-step guide to smart business experiments

While managers have become aware of the power of analytics, few companies have what it takes to successfully implement a complex analytics program.

Showing 5 of 6 items

Small Business Update

Small Business Update is a monthly magazine for SMEs with articles covering the latest regulatory developments, practical advice and hot topics.

Market research

01-02-2015

You might be convinced you're on to a sure-fire winner, but not testing your business idea before you launch means you're asking for trouble. Even if response from prospective customers is overwhelmingly positive, you could learn something that enables you to enhance your offer and make selling that little bit easier.

Find out about export opportunities

03-12-2009

If your domestic sales are faltering or there are overseas markets where you think you might pick up trade, it is essential to do your research before making plans to export. Kate Horstead finds out how to research export opportunities.

Get more from your marketing budget

06-01-2009

You might be tempted to cut marketing expenditure during the credit crunch. But spending the same budget more effectively could help your business thrive.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Useful links

Market research

Business Monitor International
Provides industry forecasts and competitive analysis of major developed and emerging global markets. Reports can be browsed and bought online.

Data Monitor
Produces market research reports as part of their consultancy services. Sectors include automotive, consumer packaged goods, energy & sustainability, financial services, logistics & express, pharmaceutical & healthcare and retail. Listings of reports under these headings can be consulted and there are brief descriptions of the contents. Subscribers can search and consult the reports online.

Economist Intelligence Unit
Provides an industry briefing & forecasts service for the automotive, consumer goods, energy, financial services, healthcare and telecoms industries in various countries. Non-subscribers can buy reports from the EIU store.

Euromonitor
Provides research on consumer markets around the world. Users can view for free a listing of the reports available, tables of contents and sample reports.

Marketresearch.com
Comprehensive collection of market research reports from over 700 publishers covering products, trends, regions, demographics, industries and companies. Free registration provides access to abstracts and tables of contents.

Key Note
Market research reports covering major UK industry sectors. Reports can be browsed by sector or A-Z. Table of contents and executive summaries are free of charge.

Market Research Society
Professional body for individuals employed in market research. The site has a useful FAQ section covering topics such as conducting research, finding an agency and sources of published research.

Mintel
Publisher of market research reports on consumer markets. Visitors to the site can search the database of reports and view contents pages.

Research and Markets
Source for international market research and market data, holding thousands of research publications from publishers, consultants and analysts. Abstracts, executive summaries, samples and indexes/tables of contents are available to view before buying reports.

Articles and books in the Library collection

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by fax on +44 (0)20 7920 8621 or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.