Market research aggregation

Abstract

Explains the processes involved in collating the business information that the world's leading companies rely on to make their crucial business decisions. Demonstrates how a company such as Euromonitor adds value to the raw statistical and other data available to it, including ensuring that all data is comparable across countries, researching the macroeconomic environment in which companies operate to provide consumer data and combining datasets to provide further useful data. Also describes how its analysts add in areas such as forecasting. Highlights difficulties that users of aggregated market research face compared with `power users' of the data, including slower speed and shorter shelf life for aggregated reports and lack of access to the full suite of information and statistical data that a market research company can command.