Register For Our Mailing List

Register to receive our free weekly newsletter including editorials.

Register

2 July 2026

Home / 174

Search these unique investing tools

Hedge funds are renowned for using cutting-edge technology to conduct research. Satellites are used to watch car parks outside Walmart stores to estimate retail sales. Some track corporate aircraft to understand where the jets are going in anticipation of acquisitions and deals. If you’re interested, you can track the FAA aircraft registration database where you can find registered aircraft and search flights under flightaware.com.

Like everything else, using this sort of technology is not at all perfect. Kellogg shares rose then fell sharply after hedge funds bid up the stock due to Kellogg corporate aircraft visiting Omaha, Nebraska (Buffet headquarters), Chicago (Kraft/Heinz 3G) and Southern California (where Berkshire director Charlie Munger resides), but no offer was made. It’s public information available for anyone who bothers to search for it.

You don’t need a satellite

Satellites and plane tracking are helpful for traders looking for takeovers. For everyone else, I recommend the internet. Popular sites that we use every day as consumers are very helpful for investors. Some of my favourite research sites are Amazon and Google.

Amazon best sellers

Amazon is the largest e-commerce company in America. Under the best sellers tab you can see the most popular items under each category. It shows what consumers are buying. The number of customer reviews and ratings are important to see how consumers react to new product releases well before any financial data is released. Two of the top five toys are Lego. Some of the most popular electronic products are the Amazon Fire and Kindle. No surprise there, but the most popular gift card on Amazon is Amazon. If you are ever caught on Amazon at work you can now say you are doing market research.

Google Trends

Google has a similar database in Google Trends, which is great for seeing how searches trend over time. If someone is googling a product they are likely to be interested in it and it may lead to increased sales. An example is Netflix, the top searched for item in Australia for 2015. Amazingly, it also topped Google searches for ‘What Is?’, edging out ‘What is love?’ and ‘What is the meaning of life?’ Globally, Australia was the 18th most popular region for Netflix searches. For those interested, Pokemon Go searches peaked in mid-July, though searches are now down 85%.

The internet is allowing information to flow more freely, giving us access to information that previously did not exist. Thankfully we don’t need satellites, just an internet connection.

 

Jason Sedawie is a Portfolio Manager at Decisive Asset Management, a global growth-focused fund. Disclosure: Decisive owns Amazon and Google shares. This article is for general purposes only and does not consider the specific needs of any individual.

 

  •   22 September 2016
  •      
  •   

 

Leave a Comment:
Firstlinks is sponsored by:
banner

Most viewed in recent weeks

How to minimise tax with a will

Inheritance tax implications in Australia may surprise some, as poor estate planning without proper wills or trusts can lead to costly tax bills and delays for beneficiaries.

Testamentary trusts post-budget: Estate planning, tax reform and the ‘death tax’ debate

Proposed Budget changes to taxation are casting new uncertainty over testamentary trusts, prompting closer scrutiny of estate planning structures and the real implications of reforms still taking shape.

Meg on SMSFs: The CGT changes don’t impact super but what about Div 296 tax decisions?

New CGT rules could tip the scales in the super vs non-super debate. For those facing the Division 296 tax, the case for withdrawing has gotten more complex. A "comparison rate" tool may help assess decisions.

High quality businesses are on sale

Beneath the dominance of the ASX's largest stocks, much of the market has been left behind. High-quality companies are now trading at levels rarely seen, offering opportunities for investors willing to look deeper.

The investment mistake killing your returns

Retail investors face an increasingly complex product environment, but simplicity may be the most overlooked advantage in building a portfolio you can actually live with.

Welcome to Firstlinks Edition 667 with weekend update

The downfall of the giant and three lessons for investors.

  • 18 June 2026

Latest Updates

SMSF strategies

Meg on SMSFs: How wide is the ban on LRBAs?

The government's recent deal with the Greens has put SMSF property borrowing on the chopping block. The change raises tricky questions about timing, exceptions and what SMSFs will still be able to buy.

Shares

Why Australian shares are falling behind the world

Australia’s market boasts a long record of outperformance, but recent results tell a different story. Is the ASX’s lagging performance a temporary setback or evidence that structural forces will keep global markets ahead?

Taxation

The strange effect of the 30% minimum capital gains tax

The 30% minimum tax on capital gains sits at the heart of the budget's proposed reforms. Yet the mechanics reveal anomalies that introduce unexpected distortions that raise questions about its design.

Shares

The next phase of Australian equity leadership

For years, banks have powered Australian sharemarket returns. But changing economic conditions, stretched valuations and global trends suggest the next generation of winners may not be found in familiar domestic sectors.

Economy

Global market growth hinges on Iran War and AI rollout

Global growth is facing mounting pressure from war, higher oil prices, inflation and trade tensions. But a wave of AI-related investment may prove powerful enough to support economic activity and reshape the outlook for markets.

Retirement

The retirees who can't spend

Why do so many retirees pass away with their wealth intact? Conventional wisdom blames pension rules for the reluctance to spend, but a case study from New Zealand shows that the answer may not be as predictable.

Investment strategies

Here’s my investment philosophy. What’s yours?

Investors often hear they need an “investment philosophy,” yet few know what that really means. Beneath the jargon sits a simple idea: a handful of core beliefs that shape every financial decision, for better or worse.

Sponsors

Alliances

Site Map

About Firstlinks

© 2026 Morningstar, Inc. All rights reserved.

Disclaimer
The data, research and opinions provided here are for information purposes; are not an offer to buy or sell a security; and are not warranted to be correct, complete or accurate. Morningstar, its affiliates, and third-party content providers are not responsible for any investment decisions, damages or losses resulting from, or related to, the data and analyses or their use. To the extent any content is general advice, it has been prepared for clients of Morningstar Australasia Pty Ltd (ABN: 95 090 665 544, AFSL: 240892), without reference to your financial objectives, situation or needs. For more information refer to our Financial Services Guide. You should consider the advice in light of these matters and if applicable, the relevant Product Disclosure Statement before making any decision to invest. Past performance does not necessarily indicate a financial product’s future performance. To obtain advice tailored to your situation, contact a professional financial adviser. Articles are current as at date of publication.
This website contains information and opinions provided by third parties. Inclusion of this information does not necessarily represent Morningstar’s positions, strategies or opinions and should not be considered an endorsement by Morningstar.