How to apply secondary research into marketing plans
How you apply secondary research varies by industry.
The most common use is to quantify sizes of target audiences, which we’ve broadly covered above. But it is also often used to investigate trends and find sub-trends that link from a bigger macro trend.
And it it is often used to generate ideas and hypotheses which can be taken into qualitative or quantitative research.
The best way to understand trend analysis is to use a case study type approach.
Case study example – vegan ice cream
Let’s imagine we own an ice cream store in the middle of Sydney. Yum.
Now let’s imagine we also read a newspaper report that showed an increasing interest in vegan diets. And that it was now possible to make many products vegan that were traditionally considered vegan. That includes ice cream.
We would obviously consider there might be an opportunity to create a new vegan product for our store. And a sales opportunity from consumers who would not previously have even looked at our products.
Let’s start with Google to try and see if there is an actual opportunity.
It would seem obvious to put ‘vegan ice cream’ into the google search box. So do that. But before you click on the search button, you should look at what appears before you click.
Look at what Google does when you put your term into the box. Before you get a chance to click, Google will suggest other search terms that are similar.
This is called ‘autocomplete’ and is based on google’s huge store of data of previous searches. This data predicts what will be the best result of your search. Based on the popularity of all previous searches.