Accurate Relevant Timely
Our highly respected Market Reports are each written by an industry expert rather than a generalist author. Every report is subjected to 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 decisions 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 forms of qualitative and quantitative research, including the following:
With a continuous live feed, our business analysts process the raw data to provide all the relevant company information. We do not rely on generic SIC selection; instead, our team personally selects and individually analyses companies, verifying the data with multiple sources before including them in a report. Key Note’s strict selection criteria ensure that only the correct companies are included. The financial information extracted is then supported with further analysis and Key Note company research techniques.
Our analysts research the company sample thoroughly to ensure that top companies within each industry are included in the Industry League Tables. A company will be included on the following grounds:
- It is a major company within the industry with over 50% of its turnover coming from activities relevant to the subject of the report.
- It is a company where less than 50% of its turnover is generated from activities relevant to the industry; however it is, by virtue of its size, significant within the industry.
To ensure that the industry results are not distorted by figures relating to activities falling outside the scope of the report, specific companies are excluded from the report’s totals and averages.
Interviews are commissioned by Key Note for various reports and carried out by NEMS Market Research. The surveys provide unique research derived from a representative sample of approximately 1,000 respondents across the UK.
Secondary data is provided by Kantar Media’s Target Group Index (TGI) survey and Nielsen, which provide consumer/demographic information and advertising expenditure data, respectively. In addition, various official publications from the Office for National Statistics and other government departments are used for essential background data and market trends.
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 work with some of the UK's leading industry authorities, providing us with access to authoritative analysis and expert industry opinion. With in-house writers, researchers, editors and business analysts, Key Note ensures that quality control processes are implemented from start to finish.
Field research is commissioned for many Key Note Market Reports and is carried out by NEMS Market Research.
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.
This is carried out by product code or free search method, and covers the period since the last edition of the report.
Key Note combines its exclusive original research, expert analysis and raw data from nationally recognised sources.
- Key Note’s expert analysis
- Kantar Media’s Target Group Index (TGI) Survey
- Industry associations
- Office for National Statistics
- NEMS Market Research: exclusive and original consumer surveys carried out among a representative samples of at least 1,000 respondents
- Dun & Bradstreet
- Industry expert commentary
- Analysis of Companies House information
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 three 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 for today's economic climate.
Assurance 1 — First edit:
During the first edit, the editor:
Ensures the structure of the report meets Key Note’s stringent guidelines
Verifies all financial data and confirms all records meet Key Note’s quality standards
Checks all tables and charts against in-house sources
Certifies the report is consistent
Thoroughly analyses the content and validates any cross references
Assesses thousands of companies.
Our business analysts personally select and individually analyse companies, verifying the data with multiple sources to ensure each company meets our selection criteria, and only the qualifying companies are included in the industry league tables.
Assurance 2 — Second edit:
While conducting the second edit, the editor:
Incorporates Key Note’s house style
Integrates company profiles, assessing marketing activity and corporate strategy
Supplies the further sources
Runs a rigorous fact check across all findings
Utilises and includes all actionable research:
- Key Note estimates
- Overseas Trade Statistics
- HM Revenue & Customs
- HM Treasury
- News and media
- Supplier research
- Live company data feed
Assurance 3 — Final read:
The report is proofed by another editor/proofreader to ensure house style and date accuracy.
Any recommendations are actioned and all elements of Key Note’s Accurate, Relevant & Timely (ART) process are applied.
Key Note Validated
When the report meets Key Note’s ART guidelines, it is published online.
Tables of Contents are published and made available on the Key Note website.