Year: 2026
Type: article
Abstract: Research Description (RD) development requires the conversion of extensive market information into a concise, accurate and client-facing overview. This case study examines the role of secondary market research in RD creation and updating at Grand View Research (GVR), based on the author’s on-the-job training in the Product Development Team. The study follows a descriptive case-study design using internship observations and publicly available secondary information; no primary survey was conducted. During the training, more than 450 RDs were updated, and more than 50 were created from scratch across multiple industry verticals. The observed workflow included assignment understanding, market and report review, information synthesis, RD drafting, self-quality control, mentor review, revision, and progression to editing and publication. A focused case of artificial intelligence (AI) in marketing within the Consumer Goods segment illustrates how global, segment-level and country-level market information can be synthesized while preserving differences in scope. The study finds that RD quality depends on source relevance and authority, consistency of definitions and numbers, selective synthesis, and human quality control. It recommends a standardized RD checklist, a structured knowledge repository and carefully governed AI-assisted checks with human validation.
Author: Pratap Gadilkar
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7225455065