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Conducting Market Research

February 3, 2021 @ 6:00 pm - 8:30 pm

Learn how to use primary and secondary research to validate your business ideas. Explore the tools available to you for market research.

A team of expert librarians from University of Toronto and Sheridan will introduce you to the market research tools available to startups in the Leap Startup League program and the EDGE/ICUBE community. You will receive training in how to conduct research, a demo of the best research tools available, and guidance in finding the information needed to validate the main areas of your business model canvas.

This workshop will be most beneficial to early-stage entrepreneurs interested in learning how to conduct primary and secondary market research. Research tools specifically available to Leap Startup League, ICUBE members and Sheridan students will be explored.

Through the session you will:

  • Learn about the pros and cons of different research types
  • Receive guidance in conducting primary and secondary research
  • Explore the main market research tools available through the library
  • Start finding key information to validate the assumptions in your business plan
  • Walk away with a list of valuable resources to continue your research

Guest Speakers

Carey Toane: University of Toronto Entrepreneurship Librarian at the Gerstein Science Information Centre.

Catherine Fournier-Boulianne: Liaison librarian for the Institute for Management & Innovation (IMI), University of Toronto Mississauga.

Claire Wollen: Pilon School of Business librarian at Sheridan College.

Leap Startup League Series

This series includes six workshops designed to help you learn how to move from entrepreneurial idea to execution. All workshops are held online in partnership with ICUBE & EDGE. Also in this series:

Market Research

February 3, 2021, 6pm – 8:30pm


February 17, 2021, 6pm – 8:30pm

Finance 101

March 3, 2021, 6pm – 8:30pm

Marketing Workshop 101

March 17, 2021, 6pm – 8:30pm

Sales Bootcamp

March 27, 2021, 10 – 12pm & 1 – 3pm

Storytelling and Pitch Prep

April 7, 2021, 6pm – 8:30pm



EDGE is the place where entrepreneurship and innovation thrive at Sheridan. If you want to learn how to develop a business or social enterprise idea, EDGE has the resources to get you started.


ICUBE is a hub for idea exploration, early-stage business development, and co-working. We provide expert support, resources, and access to opportunities for entrepreneurial students and community members across all industries. Got an idea? Let’s make it!


This is a free event. Seats are limited. Register now to save your spot!

If you require any accommodations to register or to ensure your full participation in this event, please let us know at edge.programs@sheridancollege.ca

MEDIA CONSENT: Photographs, screenshots, and video recordings may be taken at this event. Your image may be used in printed and electronic publications for promotional and educational purposes and may be made available to the media and other third parties or published on the Internet. By registering for any of our events, you understand and acknowledge that your image may be taken and used at our discretion. Should you prefer not to have your photo included in communications, we ask you indicate your preference. If you have any additional questions, please feel free to contact us at edge.programs@sheridancollege.ca


February 3, 2021
6:00 pm - 8:30 pm
Event Category:


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Indigenous business training program created by RedBird Circle Inc. in partnership with UofT Libraries, ICUBE UTM and The Bridge at UTSC

An experiential learning program that follows the school 3 semesters schedule, for anyone with a great idea who wants to make it happen.

A boutique-style remote program to support your business development and help you grow through one-on-one support. This program is open all year.

A student-led creative studio with intends to serve the prototyping and design needs of our ventures and small businesses in our community.

This 2-day retreat is designed to help you reflect on your journey, what drives you, all the hats you wear and what is next for you and your social enterprise.