In today’s data-driven business landscape, making informed decisions requires more than intuition and experience. Smart organizations understand that before investing in new primary research or launching major initiatives, they must first explore what information already exists. This is where secondary and internal research become invaluable assets in your planning process.
Understanding Secondary and Internal Research
What is Secondary Research?
Secondary research is the use or collection of existing or past research data that has been collected and analyzed in a previous setting or for another purpose. It’s called “secondary” because your use of it is secondary to its original purpose.
Common sources of publicly available secondary research include:
- US Census data
- CIA Fact Book for country-specific information
- Bureau of Labor Statistics for occupational data
- American Community Survey conducted by the Census
- Pew Research Foundation surveys
- Archived newspaper research data
What is Internal Research?
Internal research refers to data and insights that already exist within your organization. This might include past studies, customer surveys, performance metrics, employee feedback, or any research conducted for previous projects.
Ensuring Credibility and Validity of Sources
When using secondary research, distinguishing between valid data and information that lacks credibility is crucial. Here are key strategies:
1. Trace Back to the Original Source
Never rely on interpretations or summaries without finding the original source. A credible-looking website might be extrapolating from questionable data. Always dig deeper to find where the information actually originated.
2. Look for Convergence
If multiple sources are citing the same data, trace back to see if they’re all referencing the same original study. This convergence doesn’t necessarily validate the research if it all stems from a single, potentially flawed source.
3. Consider the Source’s Motivation
Evaluate whether the organization conducting the research had any bias or commercial interest in the results. For example, if “Joe’s House of Mugs” published research showing that mug sales are skyrocketing due to lower material costs, approach their findings with healthy skepticism.
Real-World Example: The Holiday Shopping Study Trap
Consider this cautionary tale: Multiple media outlets were citing research about employee attitudes toward holiday shopping. Upon investigation, all sources traced back to a single HR firm that had conducted just eight interviews—not 800 or 8,000, but merely eight total interviews. Despite the woefully inadequate sample size, the media latched onto the findings, creating a snowball effect where “everyone” was repeating conclusions based on insufficient data.
The Strategic Value of Combining Secondary and Internal Research
Risk Assessment and Resource Allocation
The amount of risk your organization can afford for a project should influence how much you rely on secondary research versus investing in primary research. When multiple data points converge and point in the same direction, you can feel more confident drawing conclusions and taking calculated risks.
Identifying Knowledge Gaps
Secondary and internal research help you pinpoint exactly where the blind spots exist in your understanding. This prevents you from wasting resources on research that might not address your real information needs.
Real-World Example: The Nonprofit Leadership Study
A powerful illustration of this principle comes from a nonprofit organization that emerged from President Clinton’s administration. They initially contracted for a customer satisfaction survey of their volunteer leaders. However, thorough review of internal research revealed that the real issue wasn’t customer satisfaction—it was organizational structure.
The internal data showed leadership and organizational problems that required a completely different research approach. Instead of just surveying volunteer leaders, the study needed to include paid staff and examine broader organizational dynamics. Without this preliminary internal research review, the organization would have wasted resources on the wrong type of study entirely.
Practical Implementation Steps
For Marketers:
- Audit existing data: Review past campaign performance, customer surveys, and market analysis
- Identify industry benchmarks: Gather relevant secondary data from trade associations and research firms
- Map knowledge gaps: Determine what specific information you need that isn’t available internally or publicly
For Startups:
- Leverage free resources: Utilize Census data, industry reports, and academic research
- Analyze competitor insights: Study publicly available information about competitors’ strategies and performance
- Connect the dots: Look for patterns and convergent findings across multiple sources
For Research Teams:
- Establish source credibility protocols: Create standards for evaluating research quality and bias
- Document methodology: Keep clear records of how you validated and cross-referenced sources
- Regular internal audits: Systematically review what knowledge already exists within your organization
Making Smart Decisions Through Integration
The true power of secondary and internal research lies not in replacing primary research, but in informing when and how to conduct it most effectively. By thoroughly exploring existing knowledge first, you can:
- Avoid duplicating efforts
- Focus primary research on genuine knowledge gaps
- Make more informed decisions about resource allocation
- Reduce project timelines and costs
- Improve the quality of your research questions
Secondary and internal research serve as your foundation, helping you understand the landscape before you begin building. They reveal not just what you know, but more importantly, what you don’t know—and what you need to find out.
Before launching any new initiative, start with a thorough review of what’s already known — it saves time, money, and ensures smarter decisions.