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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

Market 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.
Venn diagram illustrating elements of secondary market research

Start with the databases below, which contain a variety of resources available via the library.

Can't find what you're looking for?

The MaRS Startup Library is another great source of information on commercialization and startups in general, as well as specifically on the ICT (information and communication technologies), clean tech, and health sectors.

Want more business resources? Please visit the Rotman Business Information Centre website.


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.