SICA
Baseline research
Information 2025.12.14 03:17

Baseline Research - Objectives, Importance, and Methodology

Baseline research refers to the process of collecting initial, baseline information about the industry, market, customer landscape, and current conditions before launching any research project, business strategy, or policy planning initiative.

This research provides the essential foundation for subsequent in-depth research, strategic development, and investment decision-making. In other words, baseline research is the first step that defines “which direction to take and how to conduct the research.”

What is baseline research?

Simply put, baseline research aims to understand the current real-world situation of a given industry or market. This typically includes:

  • Market size, structure, and overall trends
  • Who the customers are and what needs they have
  • How many competitors exist and what strategies they follow
  • What opportunities and risks are present

Without baseline research, subsequent research and strategy development may carry a high risk of being built on incorrect assumptions as a foundation.

SICA LLC

SICA LLC RESEARCH
CONSULTING COMPANY

We research the structure of Mongolian and international markets, supply and demand dynamics, competition, and consumer behavior to help you develop a data-driven business strategy.

Key objectives of baseline research

  • Establish the initial baseline dataset
  • Generate insights required for planning and strategy development
  • Define the direction and methodology for in-depth research correctly
  • Reduce risks in business decision-making

Baseline research is essential, especially when entering a new market, launching a new product, or developing a policy.

SICA LLC

SICA LLC RESEARCH
CONSULTING COMPANY

We research the structure of Mongolian and international markets, supply and demand dynamics, competition, and consumer behavior to help you develop a data-driven business strategy.

Core baseline indicators

1. Market size and structure

How many customers are there? What is the market demand value? Which segment is growing the fastest?

2. General customer segments

Age, gender, income, location, lifestyle patterns, and overall purchasing behavior.

3. Competitive landscape

How many competitors are there? What are their strengths and weaknesses ? What pricing and placement strategies are they using?

4. Market trends and dynamics

Technological shifts, changes in customer behavior, emerging opportunities, and future growth directions.

5. Legal and regulatory environment

Industry-related laws, regulations, licensing requirements, compliance frameworks, and government policies.

Team conducting consumer research

Methodologies used in baseline research

  • Secondary data – National statistics, industry reports, and previous studies
  • Initial surveys – Capturing general sentiment and early insights
  • Observation – Examining real market activity
  • Expert interviews – Gathering insights from industry specialists

Combining these methods makes baseline research more objective and reliable.

Chart showing customer satisfaction research metrics such as CSAT and NPS

Why is baseline research important?

  • Creates a solid foundation for in-depth research
  • Reduces the risk of investing in the wrong direction
  • Provides factual inputs for strategy development
  • Enables more confident decision-making

Baseline research can be considered the first line of defense for business success.

Customer satisfaction research report

Baseline vs. in-depth research: key differences

  • Baseline research – Defines the overall landscape and current situation
  • In-depth research – Examines a specific issue in detail

Therefore, conducting in-depth research without baseline research is like exploring without direction.

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