Summary – best practice

What is this data? What are its strengths?

• What is this source measuring? What
are the product types, category
definitions, data types, retail
channels, time series, assumptions,
etc. that are behind this data?
• What are the most useful features of
this data? Is it a stronger source
(actual revenue data vs survey data)?
Does it cover more channels? Is it
aligned with our definitions?

Where did it come from? What are its weaknesses?

• How was this data created? What
agent is producing these figures and
for what purpose? What does the
source of the numbers mean in the
context of Euromontor’s coverage?
• What are the limitations of the data?
Is there any potential bias? Does it
only cover limited retail channels?
What is the general perception of this
source within the industry?

The key tenet of a multi-sourced research methodology is using the strengths

of multiple sources to offset the weaknesses of others – thus producing a view
of the market that is more complete and/or accurate
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