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Gerstein Science Information Centre


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 the overlap of three elements of secondary market research: these elements are customer and user data, industry and sector data, and company and competitor dataWondering 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

Industry/Sector Research Best Bets

Industry profiles identify leading companies and provide market forecasts, market segmentation and industry trends.

Company and Competitor Research Best Bets

Companies may be competitors, potential customers, partners or an exit strategy. Start by searching company profiles in the databases and directories below.

Customer/User Research Best Bets

Customer data includes demographics, psychographics, and behaviours, on consumer or business markets.

Private Equity & Venture Capital Best Bets