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Recommended resources for research related to entrepreneurship, startups and commercialization: from science and technology literature to market research and patents.

Researching your market

Venn diagram illustrating elements of secondary market researchMarket research is divided into two parts:
1. Primary market research: interviews and other research involving YOUR (potential) customers, competitors, etc. done in the field.
2. Secondary market research: pre-packaged market research reports and data about customer or user groups, relevant industries and competitors or partner companies.

This page contains best bets for UTL library databases to find secondary competitor/company, industry/sector, and customer/user data.


Thanks, but I want primary research strategies and tools.


Market Research Reports

Market research reports can help you assess the size and shape of business opportunities, including trends and forecasting. These resources are not considered academic but are rather endorsed within the business community.

Demographic and Customer/User Information

For more statistics and data resources useful in market research, see the Data and Statistics page or contact the Map and Data Library.

Industry research

Company and Competitor Research

Companies may be competitors, potential customers, partners or an exit strategy. Search company profiles in the databases and directories below, or jump to information resources for Annual Reports and Regulatory Filings.

MaRS Market Intelligence

Can't find what you're looking for? You may be eligible for additional market intelligence services through the MaRS Discovery District's MaRS Market Intelligence for Student Entrepreneurs.