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Presentation from Market Research Databases Day (December 2012) delivered by Lorraine Oliver from Ashridge Business School.

Presentation from Market Research Databases Day (December 2012) delivered by Lorraine Oliver from Ashridge Business School.


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  • 1. Key NoteBLA: market research databases Lorraine Oliver lorraine.oliver@ashridge.org.uk Ashridge Library December 2012
  • 2. Ashridge profile• Independent and small (just under 400 FTE)• Qualification programmes: Masters level only, including full-time and part-time MBA• Executive education programmes• Main users of Key Note: MBA students; library information specialists (on behalf of Faculty members and other staff).
  • 3. Our subscription to Key Note• Subscriber for many years: hard copy; CD ROM; web (in 2000).• Low maintenance subscription – rarely any student queries, rarely any access issues• Experience some slowness when new site first went live
  • 4. Market intelligence: coverage• UK only• Always a chapter on the global market• Markets: consumer and B2B• Market coverage suits Business School needs• We take Business Monitor, GBI, Mintel, Passport GMID plus market research on OneSource• Often pleasantly surprised by the breadth in coverage, eg. – Arts & Media Sponsorship – Childcare – Metal Recycling – Olympics 2012: the economic impact
  • 5. Market intelligence: report typesFive report types:• Market Report – market sector (SWOT analysis included) – 2 new chapters: company profiles & league tables• Market Report Plus – Covering more dynamic markets; provide additional industry comment, graphs & brand activity• Market Review – Broader coverage: entire industry sector• Market Assessment – In depth strategic analysis, KN’s premium product – focus on financial services, consumer & lifestyle sectors (PEST analysis)• Market Update – Updated analysis on dynamic markets Source: Key Note website
  • 6. Market researchReports written by industry expertsConsist of:• Primary research – surveys commissioned by Key Note carried out by NEMS Market Research who also do field research• Secondary data – sourced from TGI Survey (consumer/demographic data), Nielsen Media Research (advertising spend), and ONS• Qualitative data – supplementary industry comment to enhance the statistics is derived from telephone/f2f interviews• 5-year market forecasts in every report – from statistical analysis and trade research• Company information (within the reports) sourced from ICC Source: Key Note website
  • 7. Likes What we like• Market report content – layout, easy to read• Low maintenance• Easy download options What the students like…• Easy to digest/understand• SWOT analysis/PEST analysis• Easy download options
  • 8. What we would like to see…• Greater coverage in certain market sectors – Environment; Marketing; New Media; Telecommunications; Green Consumer Markets• Option to limit search by report type• Enhance the ‘factors affecting the market’ feature• All tabular data downloadable• Charting tool
  • 9. New features: Company information• 7 million UK companies (updated daily)• Executive (people) data• ListBuilder function• Some original company documents• Business Ratio Reports• UK PLC reports
  • 10. Any questions? Lorraine Oliver lorraine.oliver@ashridge.org.uk Ashridge Library
  • 11. Key Note demohttp://www.keynote.co.uk