Desk research
A review of existing studies, reports, publications and research on the topic.
- Sources
- Reports, articles, published research
- Answers
- What do we already know about the topic?
Secondary Data
Faster decisions, built on what already exists
Desk research, official statistics, competitor analysis and benchmarking: we gather, vet and interpret the best available sources to answer your business question, with every figure traceable to its source.
Sources vetted and cited
What it is
Is existing data enough, or do you need new fieldwork?
Secondary data is information that has already been produced by other sources: official statistics, industry reports, published studies, internal data and earlier surveys. Carefully selected and analyzed, it can answer many business questions quickly and cost-effectively.
When it isn’t enough, it shows exactly what’s missing and makes fieldwork more focused.
SecondaryAlready exists · fast · cost-effective · broad
PrimaryCollected for the study · specific · custom
Techniques
Four ways to make the most of existing data
Official statistics
Data from IBGE (Census, Continuous PNAD household survey), RAIS and Novo CAGED (employment records), the Central Bank, IPEA, FGV and industry databases, organized and interpreted to answer your question.
- Sources
- IBGE, RAIS, CAGED, Central Bank, IPEA, FGV
- Answers
- How big is the market, and what does it look like?
Competitor analysis
Competitors’ positioning, offering, pricing and messaging, based on public information.
- Sources
- Websites, catalogs, prices, reviews
- Answers
- How are competitors positioned?
Benchmarking
Comparison with Brazilian and international benchmarks on the criteria that matter to your business.
- Sources
- Cases, rankings, industry reports
- Answers
- How do we stack up against the best?
Sources
Sources we use often
The right sources depend on the question and the scope. Every source is vetted before it goes into the study and cited in the report, with the date and source table. The client’s internal data and international studies round out the picture when relevant.
Population and consumption
- IBGECensus, Continuous PNAD, POF household budget survey and SIDRA tables
- IPEAIpeadata, studies and time series
Employment and companies
- RAIS and Novo CAGEDMinistry of Labor and Employment: jobs and wages by industry and municipality
- Federal Revenue ServiceCNPJ company registry: companies by activity and location
- IBGE CEMPRECentral Business Register
Economy and credit
- Central BankTime series (SGS): credit, interest rates, defaults
- FGV IBREPrice and confidence indexes
Industry-specific
- CNIManufacturing: surveys and indicators
- INEPSchool and Higher Education Census
- DataSUS and ANSPublic and private health care
- ANATEL and ANEELTelecommunications and energy
What is your question?
Pick your need and see how we’d answer it
Your need
Assess entry into a new market
Sources
- Official statistics
- Industry data
- Company registries
Analyses
- Market sizing
- Competitor map
- Trends
DeliverableMarket feasibility study
To validate actual demand, pair it with quantitative research.
Your need
Understand the consumer profile
Sources
- Official household surveys
- Published studies
- Industry reports
Analyses
- Socioeconomic profile
- Consumption habits
- Segments
DeliverableAudience profile, with sources cited
To understand motivations and perceptions, pair it with qualitative research.
Your need
Map the competition
Sources
- Websites and catalogs
- Public prices
- Online reviews
- News
Analyses
- Positioning
- Offering and pricing
- Messaging
DeliverableCompetitive map
To see how competitors’ service holds up in practice, pair it with mystery shopping.
Your need
Compare against benchmarks
Sources
- Market reports
- Rankings
- Brazilian and international cases
Analyses
- Comparison criteria
- Gaps
- Best practices
DeliverableBenchmarking matrix with priorities
To measure how your customers perceive these differences, pair it with quantitative research.
Your need
Build the evidence base for projects and public policies
Sources
- IBGE and IPEA
- Official public databases
- Academic research
Analyses
- Sector assessment
- Geographic breakdown
- Time series
DeliverableTechnical report with all sources cited
To hear directly from the public, pair it with an opinion survey.
Benchmarking
How you stack up against the best
In benchmarking, we compare your company with Brazilian and international benchmarks on the criteria that matter to your customers. The result shows where the biggest gaps are and where to start.
- −28Digital experience: largest gap to the benchmark
- −16Delivery: largest gap to the benchmark
- −15Product range: largest gap to the benchmark
- −48Digital experience: largest gap to the benchmark
- −32Delivery: largest gap to the benchmark
- −23Product range: largest gap to the benchmark
Your companyBrazilian benchmarkInternational benchmarkIllustrative data
Source quality
How we vet a source before using it
Not all available information is reliable. We rate every source on five criteria, use it according to its quality and always cite it in the report.
OriginWho produced it, and how credible they are.
MethodologyHow the data was collected.
TimelinessWhether it still reflects current conditions.
CoverageWhether it covers the right audience and region.
ComparabilityWhether it can be cross-referenced with other sources.
| Type of source | Origin | Methodology | How we use it |
|---|---|---|---|
| Official statistics | Primary basis | ||
| Industry report | After cross-checking | ||
| News article | As an indicator only |
Sample assessment: how each source is rated depends on the topic and scope of the study.
How it works
From question to report
- Question and scopeWe define what needs to be answered, for whom and at what level of detail.
- Data gatheringWe find and gather the most relevant sources: official, industry and market.
- ValidationWe vet each source and check that they are consistent with one another.
- Synthesis and recommendationsWe organize the findings, cite the sources and lay out next steps.
What you get
Documented, traceable deliverables
Industry reportMarket overview, with trends.
Competitive mapCompetitors, offering and positioning.
Estimates with sources citedFigures traceable to their origin.
RecommendationsIncluding what still requires fieldwork.
Further reading
See all articles →Articles on secondary data
Commissioning · 3 min readIs market research expensive? Should I invest in it?Before deciding whether to invest in market research, consider this: in Brazil, more than 71% of…Read the article →Management · 6 min readMetrics to manage and improve your businessPeter Drucker, still regarded as the father of modern management, continues to offer valuable lessons…Read the article →
Frequently asked questions
Questions about secondary data
Question 01
What is secondary data in market research?
It’s information that already exists, produced by other sources: official statistics, industry reports, published studies, the company’s internal data and earlier surveys. Carefully selected and analyzed, it can answer many business questions without new data collection.
Talk to a specialist
Question 02
What’s the difference between primary and secondary data?
Primary data is collected specifically for the study, through interviews, focus groups or tests. Secondary data already exists and is reused. Secondary data is usually faster and more cost-effective; primary data answers specific questions no existing source covers.
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Question 03
Can secondary data replace fieldwork?
Sometimes. When the information exists, is current and reliable, and covers the right audience and region, secondary data may be enough. When there are gaps, it points fieldwork in the right direction, making it more focused and efficient.
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Question 04
Which sources are used?
Official statistics from sources such as IBGE, FGV, IPEA and CNI, industry databases, market reports, academic studies, public information on competitors and existing research, including the company’s own. Each source is vetted for origin, methodology, timeliness and coverage, and all are cited in the report.
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Question 05
How long does a secondary data study take?
Usually less time than fieldwork, since there’s no data collection stage. The timeline depends on how broad the topic is, how many sources are involved and the depth of analysis. Checon lays out the schedule in the proposal.
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Related solutions
Contact
Let’s design your next study
Tell us what decision you need to make. A specialist will get back to you within 1 business day with an initial approach.
- +55 61 3542-2876
- checonpesquisa@checonpesquisa.com.br
- SEPN 513, Bloco A, Sala 206, Parte 20, nº 22, Asa Norte
CEP 70760-521 · Brasília, DF, Brazil