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How to distinguish high-quality market reports from substandard ones?

Articles/Opinions

2019-11-01
What features have high-quality market reports? How exactly can you recognise them? Is it possible to evaluate the report before purchase to avoid costly mistakes?

To achieve success in business, decisions must be made on the basis of objective, reliable information about the market. Data of this kind should therefore come from high-quality market reports or professionally conducted market research. But how to check whether a given report meets the expectations regarding quality and reliability of data? Here is a list of the most important features of a market report to judge whether it can be trusted.

 

1. Is written and published by experts – both authors and analysts, as well as the report's publisher must have appropriate experience; their data (name, description, contact) and website should be public and published in the report.

 

2. Disclose all important dates – key dates should be presented in a visible place of the report, including the date of publication of the market report as well as the range of dates for actual data, estimated data and forecast data and other information contained in the report.

 

3. Consists of important information and has a transparent structure – contains content corresponding to the title, tables of contents and graphics; content is consistent with the main subject of the report; it does not contain old or inadequate data and analyses.

 

4. Presents methodology description – detailed information on the methodology is necessary for proper understanding of statistics and indicators, and also enables further work with data.

 

5. Is based on reliable data sources – all data used in the report should be provided with explanations and references to their source; moreover, high-quality market reports contain not only data from free sources, but also results of dedicated research which are not available in any other publications, including indepth interviews with industry experts to gain primary information.

 

6. Draws a full picture of the market – presents for example analysis of the market as a whole and analysis of all its key segments, as well as explains historical data, shows the current market condition and indicates development forecasts.

 

7. Presents comparable data – despite of using various sources and methodologies, reports should contain consistent and harmonised data that can be composed and compared in many different ways.

 

8. Explains difficult topics – preferably, the explanations should be prepared by experts and industry leaders with many years of experience in the analysed market.

 

9. Supplements all raw numbers with conclusions – presents vital comments made on the basis of hard data and statistical analyses, not general statements based on an intuitive understanding of the market.

 

10. Includes data visualisations – contains various graphical formats to present data in order to facilitate their understanding and usage (tables, presentations, charts, schemes, diagrams, etc.).

 

11. Is neutral – presents all information in an objective, neutral way; is based on facts, not just opinions; possible subjective comments presented by the authors.

 

12. Is easy to understand – this is particularly important in reports prepared in foreign languages (good practices include editing texts by native speakers) and in studies requiring the use of complicated industry terminology (in such cases, glossary of terms explaining  all important details should be added to the report).

 

13. The publisher / seller of the report offers free samples or excerpts – free parts of the report received before a purchase help to assess how accurate and credible the document is.

 

Do you need market data? Check 11 types of market reports and decide which ones do your business really needs?

 

Do you want to buy only high-quality market reports and avoid risks or bad decisions? But you do not have time to search, analyse and compare offers of different publishers? Consider cooperation with an expert with many years of experience in the market intelligence industry. Save your time and money by receiving from your partner a list of reliable market report options, as well as consultancy and assistance in negotiations with report publishers.

 

Contact us to discuss how we could help your company >

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