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Research Methodology

Accurate - Relevant - Timely

About Keynote

Our highly respected industry analysis reports are all written by an industry expert, not a generalist author, and are put through our unique 3-step editorial process: ART (Accurate, Relevant and Timely). Each step verifies the intelligence so our clients can have the confidence to make critical business decision based on solid research.

We identify, verify and analyse the facts, bringing together many sources of information and Key Note expert analysis in an easy-to-use and reliable format.

For all reports, Key Note undertakes various types of qualitative and quantitative research:

Original research

Interviews are commissioned by Key Note for various consumer reports and market reviews, and is carried out by NEMS Market Research. The surveys provide unique research derived from a representative sample of approximately 1,000 respondents across Great Britain.

Secondary data

Secondary data are provided by BMRB International Ltd's Target Group Index (TGI) Survey and Nielsen Media Research. They provide consumer/demographic information and advertising expenditure respectively. In addition, various official publications from the Office of National Statistics and other government departments are used for essential background data and market trends.

Qualitative research

Interviews are undertaken by Key Note either face-to-face or by telephone. This provides qualitative data ('industry comment') to enhance the statistics in reports; questionnaires may also be used.

Key Note estimates

These are derived from statistical analysis and trade research carried out by experienced research analysts. Every Key Note report provides a 5-year market forecast enabling you to plan for the unexpected.

Key Note's expert analysis

Our research teams and writers are made up of some of the UK's leading industry authorities; providing us with access to authoritative analysis and expert industry opinion.

Field research

Field research is commissioned for many Key Note reports and is carried out by NEMS Market Research.

ICC information sources

The internal ICC service is used to select company information relevant to a particular report. The financial information extracted may then be supported with further analysis and Key Note company research techniques.

Trade sources

Trade sources, such as trade associations, trade journals and specific company contacts, are invaluable to the Key Note research process. Key Note has close links to some of the UK's leading industry associations.

On-line searching

This is carried out by product code or free search method, and covers the period since the last edition of the report.

The Key Note Editorial Guarantee

Key Note research is carried out by industry experts using only the most reliable sources. Statistics are analysed and verified to ensure complete accuracy so our clients can have total confidence in our analysis. With Key Note, you can be confident that every statistic and finding has been fact checked at least 3 times before it is included in a Key Note report. Our stringent guidelines mean our clients can make crucial decisions based on fact, giving them the security they need in today's economic climate.

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