How to conduct industry research?

I've recently been looking at pitchbooks/discussion material examples and I was wondering how people research information about a specific sector/industry/company.

For example how would you find information about total addressable market, consumer characteristics, competition, or even something like "xxx number of smartphone users in the northeast" or "how many households use smart devices in their home"? Are there specific industry reports and databases bankers use as resources or does it involve a lot of googling with specific key words?

Thanks!