Map out competitor promises and positioning — what claims are they making?

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Secondary Research
Once you‘ve done your primary research, it’s time to zoom out and look at the bigger picture through secondary research.

Here‘s where I learned something crucial: your market’s truth often lies in the spaces between different data sources.

Let me share my process for secondary research, built from that email campaign turnaround I mentioned.

First, I go straight to the source — your market's unfiltered voice:

Review mining is golden. I spend hours in G2 Crowd, Capterra, and similar sites, not just reading reviews but noting exact phrases customers use to describe their problems and desired outcomes.
Social listening across LinkedIn, Reddit, and industry australia phone number material forums reveals how people really talk about their challenges when they think no one's selling to them.
Support and chat transcripts from competitors (often publicly available) show real pain points and feature requests.
Then, I layer in competitive intelligence to analyze your competitors:

Track how the market responds to these claims in comments and discussions.
Note gaps between what competitors promise and what customers say they actually deliver.
Finally, I validate patterns with authoritative sources:

Industry reports from Pew, Gartner, or Forrester (yes, they're expensive, but worth it for the trends they reveal).
Academic studies that dig into the “why” behind market behaviors.
Public data from government sources that provide market size and growth validation (e.g., from the U.S. Census Bureau).
Here‘s the key insight I’ve gained: secondary research isn‘t just about collecting data — it’s about connecting the dots.