Desk research

Desk research involves the investigation of data and information sources that have already been collected, commonly referred to as ‘secondary data’. Although the naming convention may give the impression that this may be an inactive or perhaps even a passive, task, it is quite the opposite; a thorough piece of desk research, undertaken with clear objectives, can be hugely important to help shape and inform future research requirements.

At DJS Research we appreciate the immense value of desk research and will often examine secondary data sources to complement our own primary data collection. Whether investigating existing research in the public domain or analysing a client’s own previous studies, our attention to detail ensures we obtain a deep understanding of the materials. This process enables us to identify knowledge gaps to shape future research requirements and guide qualitative and quantitative recommendations.

Our researchers can source, analyse and synthesise existing data from trusted and verified sources to provide a clear, evidence-based view of your market, audience, competitors or category. The outputs and scale of desk research needs will vary from project to project but our commitment to quality, and goal of enhancing existing levels of understanding, is inherent throughout.

What is the process for conducting a bespoke piece of desk research at DJS Research?

We have a tried and tested approach when conducting desk research to ensure all projects work to an agreed and defined scope, are thorough in their approach and provide outputs that are evidenced clearly and referenced/cited correctly.

Desk research approach

We have a tried and tested approach when conducting desk research to make certain it is thorough, within an agreed defined scope and to ensure all evidence is clearly referenced/cited:

*To maximise our time for the desk research our researchers will use Chat-GPT Plus (the paid for ChatGPT model) at key points during the desk research process. 

 A structured literature review is one specific desk research approach that we may recommend when there is a considerable amount of existing, or secondary data, to examine and summarise.

What is a structured literature review?

A structured literature review is an organised, clearly defined synthesis of existing information and current thinking on a specific area of study, producing a coherent summary. The aim of a literature review is to examine previous and existing explorations and views on a topic or issue to help inform the foundation for future  research.

Literature reviews can form an incredibly useful part of the early research phase to:

• Clarify existing knowledge and insights.
• Identify knowledge gaps to inform the design of primary research.
• Enhance discussion guides and survey questions, building on existing knowledge rather than repeating it.
• Help ensure stakeholders are aligned in their understanding and knowledge of the current state of things before we move forward with additional research.
• Validate or refute an organisation's understanding of their own position in the market.

Where and how does AI fit within the desk research stage?

We use AI technology tactically within our research methodologies where it offers clear advantages in terms of time-saving, accuracy and cost-savings for our clients.

For example, where appropriate we will use the paid-for, ring-fenced, platform ChatGPT Plus to assist with the following research tasks:

• To summarise reports which may be of interest.
• To extract key themes from large quantities of information.
• To conduct a ‘data dig’ asking AI questions as we develop hypotheses.

However, our use of AI to optimise the desk research process is always overseen, and verified, by human input. When it comes to AI, at DJS Research we guarantee:

• Human data checks, every time: We are wholly mindful of the limitations of AI and never rely on the information it presents without conducting thorough checks to validate its findings. This includes verifying the accuracy of summaries and synthesised content by researcher review/reading of the data.
• Human analysis, every time: Thorough analysis requires human input to ensure meaningful and actionable outputs. We construct an analysis framework manually, typically in Excel, and hold team analysis sessions to review emerging insights and discuss/agree key points, implications and recommendations. All sources are also manually checked and referenced to ensure complete accuracy.
• Data privacy: Using a secure and paid-for platform ensures complete data privacy and the AI platform will only reference the data within the specific project in its data collation view. Using a ring-fenced platform ensures any reports uploaded will not be available to other ChatGPT users.
• Transparency of methods and sourcing: We will always disclose any use of AI, making its use within the desk research phase clear in our final research outputs.

To find out how DJS Research could deepen your understanding of your competitors, your category or the landscape in which you operate, and use this information to elevate and inform your next research project, get in touch.