About Secondata

A lot of research never gets properly used.

Year after year, organisations spend millions on primary research: surveys, focus groups, brand trackers, segmentation studies. And shelf most of it within months. Decisions move faster than research cycles. Stakeholders forget what was commissioned. Findings get lost in inboxes.

Meanwhile, the answer is often already out there. Published studies, industry reports, market data. Research that has already been done, peer-reviewed, paid for. Just not by you.

Secondata helps you see what's already known before you commission new research. Live AI-powered search across academic literature, industry reports, and market data. Each source verified against academic databases and graded on methodology, sample size, recency and credibility. Each report built around a specific decision, not a general topic.

The goal: less research waste. Better decisions, faster.

About Elisabeth Hellerström

Twenty years across MTV/Nickelodeon, Viaplay, H&M Group, Universum and Oriflame, building and assessing research in media, retail and employer branding. Senior researcher turned founder.

Secondata started from a frustration I've watched repeat itself across every organisation I've worked in: smart people commissioning the same research that already exists somewhere else. The waste is both financial and strategic. Decisions get delayed waiting for primary research that, on closer look, was already partly answered last year by a peer-reviewed meta-analysis nobody read.

I built Secondata because I wanted the tool I never had: a way to scan existing evidence quickly, see how trustworthy each source is, and know what we actually know, before spending real money on new research.

It's early days. Feedback is welcome.