How to investigate Russian market of security systems
Initial data is a basis of everything
Value of any marketing research in many respects depends on the initial data used for it. Initial data are taken during traditional researches of the market from various sources:
- primary (talks with buyers, interviews with experts);
- secondary: internal (sales volumes, reports of representatives of the company etc.) and external (data of official statistics, publications, exhibitions etc.).
The complexity of investigating the market of security systems lies in certain privacy of this market in Russia. Besides, the certain complexity is connected with carrying out of surveys, getting of reliable data, etc.
The new approach
The new real opportunity to get the initial data appeared recently. The new approach is based on the analysis of visited pages of the web site named the United Price List of Russian companies (UPL).
The special software on the web site, named the Security Monitoring, provides on-line monitoring of Russian security market . This software uses the counters of visits (they are visible on the bottom of UPL pages). In other words, Security Monitoring continuously traces actions of visitors of UPL during their searching and choosing the goods. The required information is accumulated in four sections:
- Where they searched,
- Who searched,
- What they searched,
- What they found.
What Security Monitoring provides?
It is possible to answer this question in the following way.
- Forecasting and planning of sales.
- Understanding of tendencies on the market.
- Estimation of demand for the goods.
- Knowledge of the most popular brands, the most successful suppliers, the most required regions of the delivery, the most demanded goods, a price level for the given segment of the market.
- Definition of a portrait of the visitor of UPL - the buyer on the market of security systems.
