Summary
We're all familiar with the standard justification for secondary research - it's a process to contextualise what's already known to plan more focused (primary) research studies. Among research practitioners and non-researchers, secondary research is rarely thought of as a method in itself - and rather a supplementary phase of work before the real investigation begins. In this talk, we hope to convince fellow researchers that secondary research can be more powerful and impactful than just offering a foundational starting point. With the right "research infrastructure‚" secondary research can allow us to step back, triangulate and evaluate not only a larger corpus of data but also consider data from different sources and teams to make better-informed decisions. We share how we evolved our secondary research processes to do more efficient research and help our teams make more informed decisions.
Key Insights
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Secondary research can be a superpower by enabling ethical, efficient use of existing data to minimize participant fatigue.
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Broadly defined, secondary research includes internal reports, third-party studies, and triangulation with unstructured live data like support tickets and analytics.
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Many stakeholders believe secondary research is less rigorous or less applicable than primary, but presenting relevant data early can change this perception.
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Structuring and curating secondary data into accessible repositories is critical yet often overlooked in organizations.
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Secondary research is not merely a precursor to primary research but a strategic, standalone practice with value in discovery and synthesis phases.
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Poor collaboration around data access and interpretation is a major barrier; proactive relationship building with other teams can alleviate this.
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Sharing credit and demonstrating impact to data collaborators helps foster ongoing support and buy-in.
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Secondary research can lower barriers to entry by democratizing access to large scale or costly datasets within an organization.
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Refreshing secondary data depends on research type and problem space, with some 'evergreen' behavioral insights remaining valid longer.
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Engaging stakeholders in the secondary research process—through sharing findings or workshops—can make it feel more active and valuable.
Notable Quotes
"I wasn’t making the most of the primary data I was collecting and not sitting with that data long enough to internalize what I was hearing."
"Secondary research is a way to respect your target population’s time rather than constantly dipping into them for new research."
"Stakeholders often believe secondary research is less rigorous or less applicable because it doesn’t perfectly align with their questions or populations."
"Starting a simple repository—even a table with titles, summaries, teams, and tags—can make all the difference in accessing existing research."
"Secondary research is not just a precursor; it can be a strategic piece of work that counts as real research."
"Building regular relationships early—even before you have a data request—helps build mutual understanding and collaboration."
"Delivering a clear request and explaining your project’s goals improves collaborator buy-in and clarity."
"Sharing credit with collaborators demonstrates you’re a good partner and highlights their impact on your work."
"The shelf life of secondary research depends on the type of research—some insights are evergreen while others need refreshing based on context changes."
"Bringing stakeholders along on the analysis process or workshops can make secondary research feel more engaging and active."
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