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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
  • Online articles
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

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F  +44 (0)20 7920 8621

Featured article

The world was wired enough

Argues that product developers focus too much on building customer profiles. Successful innovation comes from identifying tasks that are poorly performed and designing products to fill that gap.


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.

Conducting marketing research for international business

A practical guide to expanding into foreign markets, written from a US perspective.

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

A book on the recent changes in international marketing and their implications for business leaders.

Inscrutable shopper: consumer resistance in retail, The

Consumer behaviour from a US perspective.

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

A comprehensive guide to understanding market data in simple terms.

Strategic analysis and choice: a strategic approach

Business strategy guide from a US perspective.

Strategic marketing planning for the small to medium-sized business: writing a marketing plan

A guide to marketing for SMEs.

Top market strategy: applying the 80/20 rule

Marketing tips for building a successful business.

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 are four-page guides from Atom Content Marketing written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Research your export markets


Thorough research is essential before you start exporting. Research helps you identify the best opportunities, understand how to sell into new markets and avoid costly mistakes.

Market research


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

Market innovative products and services


Marketing any product or service is vital to its success, highlighting the benefits of your product or service to existing and potential customers.

First steps to exporting


Exporting can boost your turnover and reduce your dependence on UK-based customers. But moving into export is a big step - it's important you consider whether your business is ready for the challenge.

Building customer loyalty


Building customer loyalty gives you a high return on the time, effort and money you invest in providing good customer service. Loyal customers buy more, more regularly, and the cost of selling to them is low. And they will frequently recommend your business to others.

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.

The world is wired enough

Successful innovation comes from identifying tasks that are poorly performed and designing products to fill that gap.

Don't let big data take over your brand

Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Here's some examples of companies using advanced marketing analytics and big data to work not just on quick-fix sales promotions but long-term brand building.

Customer knows best

P&O Cruises and Cunard have invested heavily in consumer research to help grow their business, using customer segmentation to improve their marketing strategy.

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.

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.

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.

Segmentation re-examined

Market segmentation can shape the market to increase a brand's chances of winning.

Useful links

Market research

AMA Research
AMA Research specialise in reports covering the building and construction industry. The sectors covered include Bathrooms and kitchens; Heating and electrical; Home & garden; Building products, distribution & hire; Construction sectors, contractors and facilities management. AMA also provides marketing list databases of for several sectors.  

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

Global Data
Produces market research reports as part of their consultancy services. Sectors include consumer, retail, technology, healthcare and financial services. Global monitor has recently taken over several other market data companies including MarketLine and Canadean. They produce over 15,000 reports a year. A lists of reports can be found in the Report Store.

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.

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.

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.

IBIS World
IBIS world produce industry research reports on the UK, USA, China, Canada  and Australia as well as global reports. Reports cover 700 different industries in the USA and over 340 in the UK. 

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.

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 web chat 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.