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Research Guides

OCT 1133: Professional Practice #3

Library resources to help with your consulting assignments


This research guide is designed to help OCT 1133 Professional Practice 3 students complete a needs analysis of their populations for their consulting projects.

For more resources, please visit the Health Entrepreneurship guide.

What is a market?

The two terms tend to blur together, but it’s worth thinking about the difference between a market and an industry.

When we say “Market”, we generally refer to the purchasers and users. That is, a group of customers buying a certain product or service from the same sellers.

On the other hand, we use the term “Industry” to refer to the supplier side. That is, a group of sellers offering similar products or services to the same customers.

Customers that share similar characteristics are defined as “market segments”. Companies providing similar services or products make up a “sector”. Sometimes they are also referred to as “verticals”.

Researching your market

Venn diagram illustrating elements of secondary market researchWondering how your market research will be affected by COVID-19? Read this.


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: third-party market research on customer or user groups, relevant industries and competitors or partner companies

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

Quick links to core entrepreneurship databases

Quick links to open and free market research resources (no UTOR sign in)

Learn more about primary vs. secondary research methods

Example use case: Mental Health in North York

Fictional scenario: Your team is working with Youthspeak Performance Charity Organization, who is looking to improve mental health programming and outreach for youth in North York. How will you best reach this population?