When preparing a business plan, it is crucial that you understand the market you want to enter.
Performing “top-down”, also known as secondary, research (interrogating market reports, looking at outputs from statistical agencies, mining the internet and media) will give you high-level quantitative information, helping you determine the potential value and size of your addressable market.
Performing “bottom-up”, also known as primary, research (interviewing “preferred witnesses” or insiders that have first-hand knowledge and experience of the market) will give you detailed qualitative information (insights into people’s views, needs, concerns and attitudes) helping you assess your ability to access/realise this market.
This workshop, led by Mrs Paula Evans (Business Librarian), will focus on “top-down” market research – introducing you to a variety of online resources available to you at Imperial and beyond, helping you develop strategies and approaches to generate the information you need when the data is not readily available, and giving you the opportunity to do some practical searching in the company of an expert.
During the workshop you will:
- Learn about online resources available to you while at Imperial College
- Spend time on a worked example using various databases and strategies to investigate:
- Addressable market size
- The competitive landscape
- Information regarding the investment in your target sector
- Have time to work on your own idea with expert help
This event is open to PhD students, postdocs, and fellows at Imperial College. For more details and to register visit the initiative web page.