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INF2325: Launching Information Ventures

A course guide and workshop materials for market research

Welcome

Use this guide during your workshop - and after - to find secondary market research for your venture.  

Feeling stuck? Want a second opinion? Contact your instructor librarians Carey Toane (carey.toane@utoronto.ca) or Holly Inglis (holly.inglis@rotman.utoronto.ca) for help or advice.

 

 

 

Image CC0 Public Domain, free for commercial use, no attribution required

Learning Outcomes

By the end of today's workshop, students should be able to:

  • identify at least at least one group of key potential customers (or customer segment) for their venture, the industry or industries in which their venture operates, and key potential competitors
  • define the kinds of questions that can be answered through secondary research (vs primary research)
  • generate a set of keywords appropriate for their venture and execute a search strategy using these keywords
  • find examples of market research from library and non-library sources
  • describe common challenges associated with secondary market research

Agenda

1. Welcome and introductions
2. Who is our market?
3. What do we need to know about our market?
4. What sources should we use for market research?
5. What strategies should we use for market research?
6. Wrap up

 

 

 

Image CC0 Public Domain, free for commercial use, no attribution required

Introduce yourself!

Tell us about your ventures!

First, select a speaker from your team to introduce your business.

Your challenge, should you choose to accept:

In two sentences or less, tell us:
-what is the problem you're solving or the need you're meeting AND
-how the solution you are offering is unique.

 

Image CC0 Public Domain, free for commercial use, no attribution required