what's the definition of primary market research

Primary Market Research: Guide & Examples

Primary market research gives you the direct feedback you need, from those who matter most to your business.

By knowing what makes people tick, and what ticks them off – you can tailor your positioning, messaging, and approach.

Ready to find out more about the what, why, when, and how to do primary market research right?

Then let’s begin:

What is primary market research?

Primary market research is direct, first-hand data collection by an individual or organization. The most popular form of primary research is market research surveys .  But, other primary research methods like focus groups, interviews, and observational research deliver vital insights that can shape and determine critical strategies for efficient growth.

Why is primary market research important?

Primary market research helps organizations:

• Predict future trends
• Understand industry challenges
• Optimize offerings
• Create impactful messaging
• Answer specific questions that shape strategies, marketing, products, operations, and more.

Pros and cons of primary market research

As with all types of market research , there are pros and cons to consider before choosing which route is best.

Let’s take a look at them now.

Benefits of primary market research

• Control With primary market research, you control how you collect data and how it will be used.
• Relevance As data is collected first-hand, you can ensure the questions are relevant to your area of interest.
• Ownership The data belongs to you, and it’s information your rivals won’t be able to access.
• Deep insights By listening to the thoughts and opinions of an audience, you obtain a depth of insight that no other form of research alone can uncover.
• Accuracy and timeliness You have confidence that responses are relevant to the present-day consumer and market conditions.

Disadvantages of primary market research

Primary market research does have some limitations. Here are three to consider.

• Cost Most types of primary market research cost more than secondary research methods. From the design and set-up to collating results ready for analysis, it all comes at a cost.
• Time Primary market research takes longer to plan, do, and review than secondary research . If a large sample size is required, this adds to the time needed.
• Bias In some situations, an individual might be biased based on previous experience. Or, they might not fully understand the questions being asked. This can happen a lot with surveys, so consideration should to be given to inaccuracies.

11 Ways to do Primary Research

Knowing which type of primary research is right for you will depend on the problem you’re trying to solve and the questions you want to answer.

Here are 11 of the most popular primary market research methods being used today.

Telephone Interviews

These are useful with customers or prospects, and they’re also fairly easy to arrange and conduct. When creating interview questions, ask open-ended questions to get unrestricted answers.

In-depth Interviews (IDIs)

These are focused interviews with people of strategic importance, and follow a structured or unstructured format. You can either follow a specific set of questions or conduct a free-flowing interview that allows for greater flexibility. An IDI usually lasts for between 20-30 minutes.

Pro Tip: Beware of bias

Ethnographic research

This focuses on following individuals, one at a time. A trained observer will immerse themselves in an environment (think a store or home), and observe how people behave and interact with the things around them. Brand marketers, product developers, and designers then benefit from seeing and understanding these interactions. It requires more time and money compared to other methods.

• Observational research

Observational research is often favored by smaller businesses and startups and monitors numerous people in a single location. Here, one person gathers insights from a large group in a single session or day, making it cost-efficient. The researcher focuses on how people stop outside a store, if there are specific things they seem drawn to in a display, and the direction they take when heading inside.

Minimum Viable Testing (MVP) testing

Involves testing a product or new feature before it’s taken to market. The goal is to gauge a market’s reaction and gain feedback to improve or adapt future features. There are two ways to do this.

• Prototyping – where you create numerous product variants that a smaller group of people evaluate to determine which would best meet their needs.
• Post-product launch – this is designed to measure the general reaction of a target audience and helps organizations know which direction is best to move in.

Product/Field trials

Doing trials is a great way to get feedback about the product or their experiences. This can be particularly useful for product development and marketing. In field trials, variables and hypotheses can be tested in a controlled environment or in the field.

Although lots of companies use free trials as a conversion path, it’s also an incredibly valuable way to get feedback from users about the things they like or dislike, as well as potential features they’d like to see in the future.

• Hypothesis testing

Used with existing products through either multivariate or A/B testing . This type of research can help with things like pricing evaluation across different audiences or markets. It can also look into web page specifics, conversion effectiveness, and more. By taking an experimental approach, it helps organizations establish optimal strategies for product, pricing, positioning, and core messaging.

In a primary market research context, Market research surveys capture numerical data for a relatively low cost. Online surveys are quick to set up and easily sent to both existing and prospective customers. When used in primary market research, it’s important to get the length just right. Go too long; boredom creeps in they’ll give up. Too short, and you risk not getting enough viable data for a complete picture.

Pro Tip: If you’re targeting an important group of people with a survey, consider an incentive.

Why? The National Center for Biotechnology Information ( NCBI ) conducted almost 50 separate studies on the topic; their findings confirmed that monetary incentives doubled the number of completed responses. From charitable donations and gift cards to PayPal credits, people are more likely to complete surveys when there’s something in it for them.

• Intercept surveys

If you’ve ever spotted a tablet asking you to rate the service or experience you had in a store/facility; then you’ve experienced intercept surveys at work!

One of the biggest advantages of intercept surveys is they target all visitors. Unlike traditional survey formats that require an email address, this style of survey can reach all demographics, and give you instant feedback. What’s more, they’re easy to organize and analyze.

• Online focus groups

These days, most organizations tend to favor online focus groups. Organizing and expending is far easier as there’s no need to factor in travel, venue hire, and sustenance costs. It’s also far easier to get people to commit to a quick video focus group compared to in-person set-ups.

• In-person focus groups

Physical focus groups are still strong, and people prefer them for many reasons. Body language is far easier to interpret when people are in the same location, and there’s the added benefit of stronger in-group dynamics too. So, while they cost more, take a little longer to organize, and you have the added burden of knowing whether or not participants will show up, there are still plenty of reasons to use them. Convenience isn’t always king.

The difference between primary and secondary research

3 primary market research examples

There are many methods of primary market research at a company’s disposal. Finding the right type for your research goal, budget, and time considerations is key to unlocking success. Here are three examples of primary market research in action, to give you a touch of inspiration.

1. Ethnographic research

I spoke directly with Umair Syed of Bizitron, he explained how his digital market agency favors ethnographic research for uncovering key consumer insights for big brands.

2. Customer satisfaction survey – low-cost example of primary research

This is a great primary market research example in action using an online survey format. Customers are asked if they’d like a receipt emailed: if they do, they receive a survey after their visit. Key questions provide the organization with clear ratings around their experience. Open-text boxes are also used to gather specifics if a score is particularly good or bad.

3. Focus groups & interviews

Another widely used primary market research method is the interview. Here’s a sample of some of the focus group questions we use at Similarweb. The biggest advantage of using this format is that any audience can be reached and interviewed remotely. Costs are low, and you can reach a wide and varying audience with granular feedback.

While it takes time to conduct this type of primary market research, it gives organizations the ability to pick and choose who they want to speak with and opens up the floor to ask them very specific, open-ended questions that have the power to deliver insights you might not be able to get from other primary research methods.

Primary market research questions

If you run a trial or release an MVP, you can use a survey for primary market research questions like these:

• What was your most favorite feature of the product?
• If you could improve one thing about the product, what would it be and why?
• How much money would you pay for this product?
• How frequently did you use the product during the trial?
• Did you use the product during the morning, afternoon, or evening most?
• Would you recommend this product? If yes or no, why?
• Did anything occur during the trial that would prevent you from using the product in the future?

If you want to conduct an interview, here are some examples of the typical types of primary research questions you might ask.

• Can you tell me your role?
• What are your responsibilities? What are your main challenges?
• Do you have KPIs? If so, what are they?
• Who do you report to?
• How often do you use our product?
• In which context? What are you trying to achieve?
• How do you perceive our product as a tool for market research ?
• Do others in your team use this product? For what reasons? What is the structure of your team?
• What other tools do you use to perform your job? Why?
• Can you explain your main challenges with this product?
• What are the features you use most often? Why?
• Which features do you use least often? Why?
• What would make your workflow easier?
• Is there anything else on your wishlist?

How to do primary market research

• Determine what the subject or aim of the research is.
• Use secondary research first to validate the subject.
• Set out a clear problem statement or research question to be answered.
• Set objectives, and decide what you’d like to achieve.
• Outline timeframes and set relevant deadlines.
• Pick the right primary market research methods to help you get the information you need.
• Decide on your sample size – large or small.
• Consider whether you’ll use qualitative or quantitative research (a little of both is best practice).
• Outline the structure for your plan, then review it to validate if it supports your research question. Consider, whether it will give you the information needed to make decisions about the next steps.
• Test to ensure it works and delivers the right type of insights.
• Collate and analyze the results.

Discover a better way to get similar results in less time

Similarweb Research Intelligence gives you instant access to data that shows you things like audience insights , search interests, overlap , loyalty , and demographics .

Let’s say you’re planning to expand into a new category, and want to research the market to capture a new audience or understand consumer demand before you spend time and resources on product development.

For example, launching a new urban e-bike service. You’ll want to reach a new audience but the problem is you don’t know what their interests are and how to approach them.

You’ll want to find out:

• Who is your target audience?
• How are your competitors approaching them?
• Which channels work best for your audience?
• When is the right time to engage with them?

Step 1: Identify the audience and categorize based on search interests

The first step is to identify the ideal customer profile of your target audience that you want to capture, so this could be various attributes. For the e-bike example, you’ll want to be engaging with people who are fit to cycle or have a need. For instance, they commute to work by bike or enjoy cycling as a hobby outside of work.

• Fit to cycle
• Need to cycle (i.e., cycle to work)
• Like to cycle (outdoors lovers)
• Are interested in a healthy lifestyle (eat well, lose weight, exercise, work-life balance)

Other criteria could be around lifestyle i.e., they want to live a balanced and healthy life. You can identify your audience through different ways, such as what they search for online or what they post on social media. For this example, we’ll dive into the healthy lifestyle audience cohort and build a profile around the search term “healthy snacks”.

Using search terms such as ‘healthy snacks’ you can build a list of keywords. And group these keywords to essentially build a profile of your audience.

With this list, you can identify the types of sites that engage with your target audience, and establish the total addressable market based on search volume and trends over time.

Here we can see the volume of searches for healthy snacks has a monthly average of 77,000 in the UK, along with the key players who capture traffic from this search term.

Step 2: Qualify your audience

The next step is to identify sites and mobile apps targeting your audience i.e., people searching for “healthy snack” and find sites based on relevant criteria such as age, gender, or type of site. Then you can expand your list by identifying other sites visited by the same audience and discover which of your competitors (in this case, similar cycle makers) are working with them.

Here you can qualify the audience based on the sites that also target the “healthy snack” consumers, for example, Women’s Health, and dive into the demographics of that publication to see the gender split and age distribution.

You can also expand this list by looking at Women’s Health readers and seeing which similar sites they cross-browse to build a richer view of their online media consumption and habits.

You can also further deepen your knowledge of each publication that attracts the “healthy snack” audience and see how your competitors, in this case, other cycle makers, work with the publication.

Either by identifying other sports and fitness sites that send traffic to Women’s Health or a list of advertisers that typically promote their products.

Step 3: Monitor your audience to track ongoing changes

The final step is to build a dashboard with key metrics that include all the main audience profiles such as search interests, demographics, other visited sites partners, and advertisers so you can monitor trends and changes over time.

This can be repeated for each audience cohort you create, so you can build a holistic overview of audience behavior online and discover consumer demand within minutes, not weeks or months.

Wrapping up… Primary market research takes time. Once you’ve done the initial planning, coordination, and data collection, only then can you start to collate and analyze your findings. In some cases, it’s exactly what you need to power up your growth. On the other hand, you may need to work faster than primary market research permits. Whether it be to stay ahead of your rivals, keep up with shifting markets, or a change in consumer behavior.

If you need to quickly see what’s happening, Similarweb Digital Research Intelligence is the best tool for the job.

Take it for a trial run (for free) today.

Stop Guessing, Start Analyzing

Get actionable insights for market research here

What is primary market research used for? Primary market research helps organizations obtain direct feedback from a market that’s relevant, up to date, and usually focused on a specific theme or subject. It’s more controlled compared to secondary research and delivers more objective findings.

What is the difference between primary market research and secondary market research? Primary market research is the first-hand collection of data, that’s later analyzed and used to inform strategic decisions. The purpose of secondary research is largely the same, but this type of research takes pre-existing information, which costs less and is usually quicker to obtain.

What are primary market research examples? The most popular primary market research methods include:

• Telephone interviews
• In-depth interviews
• Ethnographical research
• MVP testing
• Product and field trials
• Online surveys

What technology is used in primary market research? Modern primary market research involves using artificial intelligence, machine learning, and data analysis tools to collect and analyze data more quickly and accurately than ever. Automated survey tools and virtual reality simulations may also be employed.

How can Similarweb help with primary market research? Similarweb can provide helpful insights into primary market research. It can provide data on website traffic , user engagement metrics , and competitors’ performance . This data can be used to make more informed decisions about product development and marketing strategies. In addition, Similarweb can provide market insights and help identify potential target audiences.

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A guide to primary market research: what is it, and why is it important.

Conducting primary market research can help you get customer insights right from the source. Here's all you need to know about it.

In the ever-evolving world of business, understanding the intricacies of your target audience is paramount. It's not enough to skim the surface; you need to dive deep and discover the hidden insights that can propel your business to new heights. Welcome to the realm of primary market research, where data becomes your ally and insights become the catalyst for success.

What is primary market research?

Primary market research refers to the process of gathering first-hand information directly from the source. It involves collecting fresh data specifically for your research objectives, rather than relying on existing data or secondary sources. The primary research methods can vary, including surveys, interviews, observations, experiments, and focus groups.

The purpose of primary market research is to gain a deep understanding of your target audience, their preferences, opinions, behaviors, and needs. It allows you to gather specific and relevant data that is tailored to your business or research goals. By engaging directly with your target audience, you can uncover valuable insights that provide a solid foundation for informed decision-making, product development, marketing strategies, and overall business success.

One example of a brand that used primary market research to improve its offerings is LEGO. In one study, they discovered that only nine percent of their users were female. To address this, LEGO first embarked on a comprehensive market research effort, studying the play habits of 3,500 girls and their mothers over a four-year period. The research findings guided LEGO in developing a new product line called "Friends," featuring vibrant and diverse colors, appealing packaging, and modified figures with accessories like hairbrushes and purses.

Since the launch of Lego Friends in 2012, Lego's market share among girls has significantly increased, and the introduction of the line is also credited with tripling the sales of girls' construction toys in the U.S. and major European countries. The success of Lego's primary market research and subsequent product development demonstrates the value of understanding and catering to the specific needs and preferences of target audiences.

Why is primary market research important?

Tailored insights.

Primary research allows researchers to gather data directly from the target audience, providing unique and customized insights specific to their research objectives. It enables a deeper understanding of consumer preferences, behaviors, needs, and opinions. For example, a clothing retailer conducting primary research may conduct focus groups and interviews with their target customers to understand their preferences in terms of styles, colors, and pricing, allowing them to tailor their product offerings accordingly.

Current and relevant data

Primary research captures real-time data, reflecting the current market conditions and consumer dynamics. It ensures that the findings are up-to-date and align with the latest trends and changes in consumer behavior. For instance, a technology company conducting primary research may conduct surveys or interviews regularly to gather insights on the latest trends and preferences in smartphone features, ensuring that their product development aligns with the ever-evolving consumer demands.

Accuracy and reliability

Since primary research involves collecting data directly from the source, it is generally considered more accurate and reliable. Researchers have control over the data collection process, ensuring that it aligns with their research objectives and quality standards. For example, a healthcare organization conducting primary research may conduct clinical trials or surveys to gather firsthand data on the effectiveness and side effects of a new medication, ensuring accurate information for regulatory approvals and patient safety.

Specific research objectives

Primary research allows researchers to address specific research questions and objectives. They can design surveys, interviews, or experiments tailored to their needs, ensuring that the collected data provides insights directly relevant to their study. For instance, a market researcher investigating consumer buying behavior may design a survey specifically tailored to understand the factors influencing purchase decisions, such as price, product quality, or brand reputation, providing precise insights directly relevant to their study.

Unique and unexplored insights

Primary research can uncover new insights and untapped areas of research. It allows researchers to explore uncharted territories, discover emerging trends, and gain a competitive edge by identifying opportunities not previously explored by secondary research. For example, a food manufacturer conducting primary research may conduct taste tests and surveys to explore consumers' preferences for innovative flavors, enabling them to develop unique products that stand out in the market and cater to changing consumer tastes.

Decision-making support

Primary research provides a solid foundation for decision-making. The insights gained from primary research can inform strategic planning, product development, marketing strategies, and other key business decisions. It helps organizations make informed choices based on concrete data and understanding of their target audience.

Competitive advantage

By conducting primary research, organizations can gain a competitive advantage by understanding their customers better than their competitors. It enables them to develop targeted products, services, and marketing campaigns that resonate with the specific needs and preferences of their target audience. For example, a hospitality chain conducting primary research may conduct guest satisfaction surveys to identify areas for improvement and provide a superior customer experience, giving them an edge over their rivals in terms of customer loyalty and positive reviews.

Innovation and product development

Primary research plays a crucial role in innovation and product development. By gathering direct feedback from consumers, researchers can identify areas for improvement, uncover unmet needs, and generate ideas for new products or services that meet customer demands. For example, a cosmetics company conducting primary research may organize focus groups and online communities to gather feedback on existing products and understand customers' skincare concerns and preferences. This insight can help the company develop new formulations, identify gaps in the market, and create innovative beauty products that address specific customer needs and trends.

Market validation

Primary research helps validate and complement findings from secondary research. It allows researchers to confirm or challenge existing theories, hypotheses, or market assumptions. It provides a firsthand perspective that adds depth and credibility to the overall research findings. For instance, a market researcher studying consumer preferences for eco-friendly products may conduct surveys to verify the demand and willingness to pay for sustainable alternatives, supporting or challenging the existing market assumptions and guiding business strategies.

Long-term strategic insights

Primary research can provide long-term strategic insights by establishing ongoing relationships with the target audience. Researchers can conduct longitudinal studies, track changes in consumer behavior over time, and adapt strategies accordingly. For example, a bank conducting primary research may conduct annual customer satisfaction surveys to track changes in customer needs and expectations over time, enabling them to adjust their services and offerings to maintain customer loyalty and competitiveness in the long run.

Pricing and revenue optimization

Primary market research is important for pricing and revenue optimization strategies. It allows businesses to gather direct insights from their target audience regarding their pricing preferences, perceptions of value, and willingness to pay. This data helps organizations optimize their pricing structure, set competitive prices, and maximize revenue by aligning their offerings with customer expectations. For instance, a software company conducting primary research may conduct price sensitivity surveys and conjoint analysis to understand how customers perceive the value of different pricing tiers and features. This data can help the company optimize their pricing structure, maximize revenue, and identify opportunities for upselling or cross-selling.

Customer service improvements

Primary market research enables organizations to gather feedback directly from customers to identify areas for improvement in their customer service processes. By conducting surveys, interviews, or focus groups, businesses can understand customer satisfaction levels, pain points, and expectations. This data allows them to make informed decisions on enhancing customer service, streamlining support channels, improving response times, and developing training programs to deliver a superior customer experience. For example, a telecommunications provider conducting primary research may conduct customer satisfaction surveys and in-depth interviews to identify pain points in their customer service processes. This information can help them improve response times, streamline support channels, and develop training programs for their customer service representatives, resulting in a better overall customer experience and increased customer loyalty.

What are the pros and cons of primary market research?

Pros of primary market research:, customized and relevant data.

Primary research allows researchers to collect data specifically tailored to their research objectives and target audience. This customized approach ensures that the data collected is directly relevant to the research questions and provides specific insights.

Control over data collection

With primary research, researchers have control over the data collection process, including the choice of research methods, survey design, sample selection, and data collection techniques. This control helps maintain data quality and reliability.

Real-time and current insights

Primary research captures data in real-time, providing up-to-date insights into consumer behavior, market trends, and preferences. This current information enables researchers and businesses to make informed decisions based on the latest data.

Greater depth and detail

Primary research allows researchers to delve deeper into the subject matter, uncovering nuances and obtaining more detailed information. It provides a comprehensive understanding of consumer behaviors, motivations, and preferences.

Uncovering new insights

Primary research can uncover new insights that may not be available through secondary research. It allows researchers to explore uncharted areas, discover emerging trends, and generate unique findings that can lead to innovation and competitive advantage.

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Cons of Primary Market Research:

Time-consuming and costly.

Primary research can be time-consuming and expensive compared to secondary research. It requires resources for designing research instruments, data collection, data analysis, and report generation. The costs associated with primary research can be a significant constraint, especially for small businesses or research projects with limited budgets.

Potential sampling bias

The accuracy and reliability of primary research findings can be influenced by sampling bias. If the sample selected for data collection is not representative of the target population, it can lead to skewed results and affect the generalizability of the findings.

Limited scope and sample size

Primary research typically involves a smaller sample size compared to secondary research, which may limit the generalizability of the findings. The data collected may not represent the entire population or market, and researchers need to carefully consider the sample's representativeness.

Data collection challenges

Primary research may face challenges during data collection, such as low response rates, participant bias, or difficulties in recruiting participants. These challenges can impact the quality and reliability of the collected data.

Researcher bias and influence

Researchers conducting primary research may introduce bias consciously or unconsciously. Biases can arise from question wording, interviewers' behavior, or researcher interpretations, potentially influencing the findings and compromising objectivity.

Limited historical data

Unlike secondary research, which can analyze historical data, primary research primarily focuses on current information. This limitation restricts the ability to study long-term trends or make historical comparisons.

Ethical considerations

Primary research involves interacting directly with participants, and ethical considerations, such as informed consent, privacy, and confidentiality, need to be carefully addressed to protect participants' rights and ensure ethical research practices.

Ways to do primary market research

Surveys are a popular method for collecting data from consumers. They involve structured questionnaires that can be administered through online platforms, email, or in-person interviews. Surveys allow researchers to gather quantitative data on consumer preferences, behaviors, satisfaction levels, and demographic information. They can be used to measure brand awareness, gather feedback on products or services, or assess consumer attitudes towards specific topics.

Interviews provide an opportunity for in-depth conversations with consumers. They can be conducted in-person, over the phone, or through video calls. Interviews allow researchers to explore consumer motivations, perceptions, and experiences in more detail. This method is particularly useful for qualitative research, where open-ended questions can elicit rich insights and uncover underlying factors that drive consumer behavior.

Focus groups

Focus groups bring together a small group of consumers (typically 6-10) to discuss specific topics under the guidance of a moderator. This method encourages group interaction, allowing participants to share their opinions, ideas, and experiences. Focus groups can provide deeper insights into consumer preferences, attitudes, and perceptions. They are often used to explore new product concepts, evaluate advertising campaigns, or test reactions to prototypes.

Observational research

Observational research involves directly observing and documenting consumer behavior in real-world settings. This method allows researchers to study consumers in their natural environments, such as retail stores, websites, or public spaces. Observations can be done discreetly or with the participant's knowledge, depending on the research goals. This approach provides valuable insights into actual consumer behaviors, decision-making processes, and interactions with products or services.

Online communities and social media listening

Online communities and social media platforms offer opportunities for consumer research. Online communities allow researchers to engage with consumers in a virtual space, where they can share opinions, participate in discussions, and provide feedback on specific topics. Social media listening involves monitoring and analyzing conversations happening on social media platforms. By tapping into online communities and social media, researchers can gather real-time insights, track consumer sentiment, and identify emerging trends.

Experiments and A/B testing

Experiments involve manipulating variables to test hypotheses and measure the impact on consumer behavior. A/B testing, also known as split testing, is a method where two or more versions of a product, advertisement, or website are presented to different groups of consumers to determine which performs better. Experiments and A/B testing provide quantitative data and help researchers understand cause-and-effect relationships, optimize designs, and evaluate the effectiveness of marketing strategies.

Product testing

Product testing is a method of primary research where consumers are given the opportunity to try out new products and provide feedback on their performance, features, and preferences. It is a valuable approach for consumer research companies to gather insights on product usability, functionality, desirability, and overall satisfaction. It typically involves selecting a group of participants who represent the target market for the product. These participants are provided with the product, often before its official launch, and are instructed to use it in their daily lives or according to specific usage scenarios. They may be asked to provide feedback through surveys, interviews, or online platforms, sharing their experiences, likes, dislikes, and suggestions for improvement.

In conclusion

By leveraging primary research effectively, consumer research companies can unlock the secrets of their target audience, develop products and services that resonate with customers, and create exceptional customer experiences. With the help of tools like Decode, you can conduct primary research even more efficiently, thanks to our qual and quant research methods help you collect consumer insights directly from the source, with a pool of 60 million respondents to choose from.

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Primary Market Research: An Informative Guide

by Sarah Schmidt , on May 8, 2024

Unlike secondary research, which relies on existing data, primary market research gathers original data directly from customers, prospects, or industry participants to offer more tailored and actionable research.

This article draws on insights from The Freedonia Group's Research Manager Jennifer Christ to explain the differences between primary and secondary market research, various types of primary market research, and the key benefits of primary market research for strategic decision-making.

Primary vs. Secondary Market Research

• Primary market research solicits new information from sources directly, such as customers in a specific target market. Primary research includes in-depth interviews, consumer surveys, and focus groups. This research can provide both quantitative and qualitative insights about specific market segments as well as changing consumer trends, motivations, and purchasing patterns.
• Secondary market research  includes previously published information that has been compiled by outside organizations such as government agencies, industry associations, and trade publications. Secondary data can be relatively inexpensive and is often publicly available. However, secondary market research tends to be broad, so if you are interested in a niche market or an emerging technology, you may not be able to find secondary data that is relevant to your needs.

Key Benefits of Primary Market Research

More targeted data.

Secondary research provides a solid foundation for understanding a market at a high level, but primary research can help fill in the gaps and offer a richer, more nuanced perspective, according to Jennifer.

By engaging directly with industry participants through in-depth interviews, for example, primary research allows you to validate market size estimates and growth outlooks and gain detailed insights into specific industry developments or drivers.

“It’s important to evaluate a market from multiple angles, and primary research enables you to explore other viewpoints that might get less coverage in industry, business, or the general media,” Jennifer explains. “It also lets you ask questions and learn about trends and issues that might not be mentioned in other sources.”

Primary data and analysis can give you a more complete view of the market to ensure you are not missing key pieces of information that could impact your strategy.

Unbiased View of the Market

In addition, primary market research allows you to see beyond the hype and get a reality check on hot trends. “For instance, a supplier of an innovation or technology may think it’s going to be market changing, but by interviewing potential end users, we might learn that end users are satisfied with what they are using, the new tech doesn’t solve an existing problem, or they think the cost to change outweighs potential benefits, so they are far less enthused,” Jennifer says.

By providing unbiased information directly from the source, primary research can help companies make smart investments and understand the potential implications of disruptive technologies and trends more clearly.

Deeper Consumer Insights

Primary research based on consumer survey data can also shed light on consumer attitudes, their decision-making process, and the reasons why they make certain purchases. Analysts can break down this survey data based on demographic information such as age, region, gender, income levels, family size, living situation, whether they work from home, and other relevant attributes, so you can understand different target consumers on a more granular level.

Using survey data to understand different types of consumers and the motivations that drive them can help companies build more effective marketing and product development strategies.

Understanding Primary Market Research Methods

Primary research can be conducted through a variety of methods, but these approaches often require a high level of expertise to produce accurate, meaningful results. Here are some tips and best practices to keep in mind when conducting consumer surveys or in-depth interviews with industry participants.

Consumer Surveys

Consumer survey data can be gathered through online and booklet-based surveys. It’s important to screen for quality and use an appropriate sample size that is representative of the overall target population. Once the data is collected, the information must be put into context and evaluated based on historical trends and other key factors.

Experienced market research analysts can help you gather the data and interpret it correctly. You may want to consider working with a third-party market research firm if you do not have this expertise in-house, or if your research team has limited bandwidth.

In-Depth Interviews

Individual or group interviews can unearth valuable information that you can’t find anywhere else, but there is an art and a science to this research method as well.

To conduct interviews with industry participants, you need a strong network of contacts within specific industry sectors, such as end-users, manufacturers, retailers and distributors, or material suppliers. It’s also a good idea to speak with up-and-coming participants, as well as established players and market leaders, according to Jennifer.

To gather relevant information, you will need to engage the right people within these organizations. Depending on your goals, you may want to target:

• Managers or VPs who work in marketing or sales who are aware of a company’s performance, pain points, and positioning in the industry
• Internal insights or customer analysis team who understand the ins and outs of the industry
• People working in research and development who can answer more technical questions

To engage busy senior-level managers in primary research, it's also crucial to build strong rapport and strive for a mutually beneficial conversation. “I like to keep it as conversational as much as possible,” Jennifer says. “Not only are people more comfortable in that mode, but it is more likely to bring up things I might not have thought of. Also, I think it’s important for the person I’m talking to to feel like they learned something from our chat as well. They are more likely to think that talking with us is worth their valuable time.”

Working with a reputable third-party market research firm can open doors and allow you to gather valuable insights from industry leaders and companies you may be unable to reach or engage on your own.  

Turn to the Experts

There's no doubt primary market research involves extra legwork, skill, and dedication, but it also provides a "boots on the ground" level of industry knowledge that's difficult to achieve through any other approach.

If you need primary market research services, don’t hesitate to speak to a research specialist at MarketResearch.com . With more than 20 years of experience in the market research industry, MarketResearch.com is the go-to source for both secondary and primary research. Our knowledgeable team can point you in the right direction and help you obtain the information you need, whether that's in the form of a syndicated market research or a custom market research project.

Contact MarketResearch.com's research specialists at [email protected] or call 800.298.5699 (U.S.) or +1.240.747.3004 (international). 

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Primary Research: Methods and Best Practices

Introduction

What is the definition of primary research, what are examples of primary research, primary vs. secondary research, types of primary research, when to use primary research.

Conducting research involves two types of data: primary data and secondary data . While secondary research deals with existing data, primary research collects new data . Ultimately, the most appropriate type of research depends on which method is best suited to your research question .

While this article discusses the difference between primary and secondary research, the main focus is on primary research, the types of data collected through primary research, and considerations for researchers who conduct primary research.

Simply put, researchers conduct primary research to gather new information. When existing data cannot address the research inquiry at hand, the researcher usually needs to collect new data to meet their research objectives.

How do you identify primary research?

Primary research uses collected data that hasn't been previously documented. Primary research typically means collecting data straight from the source (e.g., interviewing a research participant, observing a cultural practice or phenomenon firsthand).

Note that other divides that you should also consider include that of collecting quantitative or qualitative data , and of conducting basic or applied research . Each of these dimensions informs and is informed by your research inquiry.

What are the advantages of primary research?

New data, particularly that which addresses a research gap, can contribute to a novel inquiry and prove compelling to the research audience. When a researcher conducts a literature review and generates a problem statement for their research, they can identify what new data needs to be collected and what primary research method can be used to collect it.

Primary research studies ultimately contribute to theoretical developments and novel insights that an analysis of existing data might not have identified. Research publications in some fields may place a premium on primary research for its potential to generate new scientific knowledge as a result.

What are the disadvantages of primary research?

Primary research is time-consuming and potentially expensive to conduct, considering the equipment and resources needed to collect new data as well as the time required to engage with the field and collect data.

Moreover, primary research relies on new data that has yet to be documented elsewhere, meaning that the research audience is less familiar with the primary data being presented. This might raise issues of transparency and research rigor (e.g., how does the audience know that the data they are shown is trustworthy?).

Primary research is common in various fields of research. Let's look at some typical examples of primary research in three different areas.

Education research

Teaching and learning is a field that relies on evidence-based data to make policy recommendations affecting teachers, learning materials, and even classroom requirements. As a result, there are countless methods for collecting relevant data on the various aspects of education.

Observations , interviews , and assessments are just some of the primary research methods that are employed when studying education contexts. Education research acknowledges the full variety of situated differences found in the diversity of learners and their schooling contexts. This makes collecting data that is relevant to the given context and research inquiry crucial to understanding teaching and learning.

Market research

Businesses often rely on primary research to understand the target market for their products and services. Since competing businesses tend not to share research on customer insights with each other, primary research collecting original data can be a necessity.

Focus groups , surveys , and user research are typical research tools employed by businesses. Within market research, the goal is typically to understand customers' preferences and use cases for specific products and services.

Cultural studies

Fields such as anthropology and sociology count on primary research for understanding cultures and communities. Ethnographic research acknowledges that thick description of cultures and phenomena is more meaningful than only generating universal theories, making the collection of primary data essential to understanding the full diversity of the social world.

Researchers examining culture often collect data through interviews, observations, and photovoice, among other research methods. These methods look at the social world through the eyes of the research participants to generate an immersive view of cultures and groups with which audiences may not be familiar.

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Primary research data stands in contrast to secondary research data, which is any data that has been previously collected and documented. In some situations, existing data may be abundant and available, making secondary research a more feasible approach to generating theory and identifying key insights.

Secondary research methods are employed in all fields of research. Market researchers conduct secondary research when there is already existing data about a target market. In particular, secondary market research might look at previous trends in the popularity of products to make predictions about the demand for new products.

Scholarly researchers can use secondary sources such as corpora, news articles, and online videos to make assertions about language and culture. Analytical approaches such as discourse analysis and content analysis can be well suited to analyzing data collected through secondary research methods.

Ultimately, primary and secondary research go hand in hand. The main function of research in building knowledge does not necessarily depend on the use of primary data collection . Rather, it is a matter of whether data needs to be collected in order to address your research inquiry, or relevant data already exists and you can access it.

There are many research methods used to collect data for primary research. The research method that works best for you depends on what you are looking to do with your research project.

This section lists some of the common primary data collection methods that researchers rely on.

One-on-one interviews are useful for capturing perspectives from research participants. Direct interactions can tell researchers what perspectives their research participants have and the thinking behind those perspectives.

Interview research is a complex and detailed methodology that includes several types of interviews to suit various research inquiries. Researchers can choose between structured interviews , semi-structured interviews , and unstructured interviews , depending on the nature of interaction they are looking to establish.

Focus groups

Focus groups are discussions that involve multiple research participants and are led by a moderator. Similar to interviews, the primary goal is to gather information about people's perspectives. Yet focus groups are distinct, because they can capture how people interact and build meaning when discussing a particular topic.

Market researchers may consider conducting a focus group discussion when they want to know more about how a particular group feels about a product or service. Researchers in linguistics and anthropology might be interested in observing how a group of people construct meaning with each other.

Observations

In research involving naturalistic inquiry and the social world, the researcher can gather information directly from the field through observational research methods . Primary data takes the form of field notes , audio and video recordings , their resulting transcripts , and even images of objects of interest.

For quantitative research inquiries, observation entails measuring the amount of activity or the frequency of particular phenomena. Qualitative observations look for patterns in cultural or social practices and document significant events in the field.

When the objective is to capture perspectives from large numbers of people, surveys are a good research method for collecting novel data. In-person questionnaires and online surveys can be used to quickly collect data at scale.

Surveys are used for conducting primary research in both quantitative and qualitative research . The structure of survey questions provide data that can be measured quantitatively, while open-ended survey responses require qualitative data analysis .

Experiments

While the above methods emphasize or are involved with naturalistic inquiry, experiments are a different form of primary research that is far more controlled. When you want to understand the relationship between various elements in a certain context (e.g., the effect of water and fertilizer on plant growth), a controlled experiment is a typical research approach to empirically establish scientific knowledge.

Experiments focus on a specific set of factors from the research phenomenon to understand causal relationships between variables. Experiments are a common primary research method in physical sciences, but they are also extensively used in psychology, education, and political science, among other areas.

The decision to conduct a primary or secondary study is a question of whether existing data is sufficient to satisfy the research inquiry at hand. Where data does not exist, primary research should be conducted.

Consider an example research study regarding ideal teaching methods in elementary school contexts in a developing country in Asia. Just because there is abundant data on the same topic in elementary schools in Western countries does not preclude the possibility of novel theoretical developments in schools in Asia. This becomes particularly important if insights based on existing data from other contexts may not be applicable to the present context.

Note that this does not mean that a secondary research study is any less novel than a primary study. Indeed, many fields and methodologies rely extensively on analyzing existing data. For example, studies that employ discourse analysis and content analysis typically (though not always) rely on existing sources of data to facilitate understanding of language use in real-world situations.

As a result, the choice between primary and secondary research can be seen as more of a practical consideration than a matter of a study's potential contribution to scientific knowledge. Novelty in research is as much about the data collection as it is about the resulting analysis. If you require data for your study where none exists, then data from primary research is your best option.

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What is primary market research, and what are its types?

Understanding Primary vs. Secondary Market Research

Primary market research gathers fresh data directly from sources. It uses methods like surveys and focus groups to get specific insights. “Data is only as good as its source,” highlights the value of firsthand information. Experts from the American Marketing Association note that this type of research helps businesses understand consumer behavior deeply. Secondary market research, however, uses existing data. It relies on industry reports and studies to give a broader view of market trends, as noted by analysts like Nielsen. Using old data for new trends can lead to errors. Factors like data age and original purpose show that secondary research is a general guide, not a custom solution. To avoid errors, it’s crucial to check secondary data with current primary research, ensuring decisions are based on accurate information.

Types of Primary Market Research

Primary market research varies a lot. It depends on the goals and methods used. Researchers pick from qualitative and quantitative methods based on what they need.

Qualitative Research

Qualitative research looks deeply into how people behave and what they think using non-numerical data. It uses methods like detailed interviews and group discussions. Experts say this approach is great for understanding why people do what they do and how they feel. For example, a group discussion might show why some people prefer eco-friendly products. This gives companies detailed insights that help them make and market better products. Qualitative research is key for businesses that want to understand their customers’ deep feelings and thoughts.

Quantitative Research

Quantitative research uses numbers to understand what people think and how they act. It often uses surveys with many people to get a broad view of trends. This type of research is good for checking if what you think based on other research is true. It uses numbers to predict and generalize behaviors. For instance, a survey might find out how many people would pay more for green products. Quantitative research is good for making big decisions and planning because it gives clear, number-based results.

Experimental Research

Experimental research looks at how changing one thing affects another in a controlled setting. It often uses tests like A/B testing to see how people react to new products or ads. For example, a company might test two ads to see which one people like better. This research is very accurate in showing direct effects, which helps companies improve their strategies and products.

Ethnographic Research

Ethnographic research involves watching how people use products in their daily lives. It’s good for seeing how products fit into everyday activities. Watching how people shop, for example, can lead to better store layouts. This type of research gives a deep understanding of how people behave, which helps companies make products that really fit into people’s lives.

Primary market research includes many methods, each useful for different goals. Knowing these types helps companies choose the best way to get important insights.

What are the advantages of conducting primary market research?

Primary market research gives direct insights from your target audience:

• Customize strategies: You can tailor research methods to gather specific data that aligns with your goals. This provides a deeper understanding of customer needs and market dynamics.
• Make better decisions: Accurate, current information from primary research helps you make informed choices. This reduces risks linked to new product launches or market entry strategies.
• Gain a competitive edge: Exclusive data from primary research is not available to competitors. This allows you to develop unique selling points and innovative products.

In the long term, primary market research helps you stay proactive about market trends. This lets you anticipate changes rather than just react, keeping you relevant in a dynamic market.

How can you minimize the disadvantages of primary market research?

Managing primary market research challenges effectively ensures reliability and cost-efficiency:

• Simplify data collection: Use online surveys and mobile polling to cut down on time and costs associated with traditional methods like face-to-face interviews.
• Ensure data quality: Use strict data validation methods to avoid errors and biases that could skew research outcomes.
• Use technology: Apply advanced analytics software to analyze large datasets quickly and accurately. This enhances the overall efficiency of the research process.

Also, having a clear research framework reduces ambiguity, ensuring that the data collected is relevant and actionable.

While primary market research requires careful planning and execution, its benefits in terms of direct insights and strategic advantage are invaluable. Using modern techniques and technologies can significantly reduce its inherent challenges.

Key Considerations in Conducting Primary Market Research

Cost, time, and using various methods are crucial when doing primary market research. These elements greatly affect the data’s quality and usefulness. The American Marketing Association explains primary market research as data collected directly from sources, offering new insights into consumer behaviors and market trends. This explanation highlights the need for careful planning and resource use to get useful data.

Studies by the Market Research Society show that using both qualitative and quantitative methods provides deeper and broader market insights. A study points out that combining surveys, interviews, and observations can give a full view of market dynamics. This method not only enriches the data but also confirms findings, making the research more reliable.

What challenges do researchers face when managing cost, time, and method diversity in primary market research? Researchers need to plan well to make sure they get deep insights without going over budget or time limits. Choosing the right research tools and managing projects efficiently are key.

A well-planned market research project balances cost and time without losing method quality. For example, online surveys can quickly gather a lot of data at a low cost, while in-person interviews, though more costly and time-consuming, offer deeper insights into consumer feelings and reactions. Using both methods can use the strengths of each, leading to thorough market research.

Experts from the Global Market Research Association suggest a phased research approach, starting with broad quantitative data collection followed by deeper qualitative methods to explore complex issues. This approach makes sure each research phase builds on the previous one, providing a strong framework for understanding market trends and consumer behavior.

Successful market research examples often start with clear goals, careful method planning, and a focus on the target demographic. These steps ensure the research is comprehensive and specific to business needs. By focusing on these key considerations, businesses can make the most of their market research, leading to better strategic decisions and a competitive edge in the market.

Main Primary Market Research Methods

Primary market research methods include interviews, surveys, focus groups, and observations. These methods help gather fresh insights directly from the target audience. Surveys: a common method, gather large amounts of data quickly through questionnaires. This method reaches many people efficiently. Focus groups: provide deep insights through group discussions. They help understand deeper thoughts and feelings about a topic. Interviews, done over the phone or in person, allow for detailed responses. They help researchers understand individual opinions and experiences deeply. Observations involve watching how people behave in their usual environments. This method gives direct access to how people act and interact. Using these methods together gives a full view of market trends. Research shows that mixing methods helps check data accuracy and reliability. Primary market research, or collecting data directly from sources, is key for making smart business choices. It helps companies adjust their offerings to better meet customer needs.

How Primary Market Research Validates Product Ideas Before Market Launch

Primary market research talks directly to potential customers to check if a product or service idea will work before it’s sold. This method makes sure the product fits what customers really want and need, lowering the chance it won’t sell well. The old advice, “Measure twice, cut once,” shows how important it is to prepare well before taking action. Studies from market research experts show that products checked through primary research usually do better in the market because they meet real customer needs.

How does primary research change product development? Methods like surveys, interviews, and focus groups give important clues. These help by:

• Finding out what customers like and expect.
• Testing different versions of the product.
• Getting feedback on how easy the product is to use and how much customers like it. Advice from experts suggests using both numbers and real feedback for a full picture. Market research pros say using both methods helps understand trends and what individual customers think, making the product fit the market better.

What happens if you skip primary research? Missing this step can cause big problems, like making a product that doesn’t fit what people want. This can lead to bad sales and harm the brand. Some companies have made this mistake, launching products based on guesses without asking customers, which often costs a lot to fix later. Studies show that using primary research lowers these risks by making sure product features match what consumers expect.

To wrap up, primary market research is key to making sure a product idea will succeed before it hits the market. It helps make products that people like and need. Knowing the value of primary research and the dangers of skipping it helps companies make smart choices. The market is complex, and while primary research gives useful insights, it’s just one part of a bigger strategy to understand and meet customer needs.

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What is Primary Research? Types, Methods, Examples

Appinio Research · 18.09.2023 · 11min read

Have you ever wondered how businesses and researchers gather those fresh insights that drive innovation and decision-making? That's where primary research steps in. In a world where information is gold, primary research acts as a direct channel to tap into the thoughts, behaviors, and preferences of people. Whether you're exploring new market trends, fine-tuning a product, or understanding human behavior, primary research is your compass for navigating the sea of possibilities.

What is Primary Research?

Primary research is the systematic process of gathering original data directly from individuals , sources, or phenomena to address specific research questions or objectives. This firsthand approach involves designing and conducting research methods such as surveys and interviews to generate unique insights and information tailored to the researcher's specific area of inquiry. Primary research enables researchers to collect relevant, accurate, and directly applicable data to their research goals, providing a foundation for deeper understanding and informed decision-making.

Benefits of Primary Research

Primary research offers many advantages that contribute to its effectiveness and relevance. Here are the key benefits that make primary research a powerful tool for generating insights:

• Tailored to Your Objectives: Primary research is custom-designed to address your specific research questions and objectives.
• Fresh and Current Data: Data collected is up-to-date and reflects the current context, ensuring relevance.
• Control over Methodology: You fully control the research design , methods, and data collection process .
• In-depth Exploration: Primary research allows for a thorough investigation of complex topics, uncovering deeper insights.
• Unique Insights: You gain direct access to unique insights, viewpoints, and behaviors from participants.
• Customizable Approach: You can adapt your research approach as new insights emerge, enhancing flexibility.
• High Data Quality: With careful planning and execution, primary research yields accurate, high-quality data.
• Personal Engagement: Engaging directly with participants enables a unique understanding of their experiences.

Primary vs. Secondary Research

While primary research involves collecting new data, secondary research involves analyzing existing data gathered by others. Secondary research is useful for building context, identifying trends, and gaining insights from previous studies. However, primary research provides you with unique insights and a firsthand understanding of your subject.

How to Plan Your Primary Research?

Before embarking on your primary research journey, thorough planning is essential to ensure its success.

1. Define Research Objectives and Questions

Clearly defining your research objectives and questions is the foundation of effective primary research. Ask yourself:

• What information do you seek to uncover?
• What are your goals and expectations from this research?

2. Choose the Research Method

Select a method that aligns with your research objectives. Common methods include surveys, interviews, observations, experiments, case studies, and focus groups, each with strengths and limitations.

3. Select the Target Audience and Participants

Identify the individuals, groups, or subjects you want to study. Your target audience will determine the relevance of your findings. Ensure your sample size is representative of your target population.

Types of Primary Research Methods

Primary research offers a diverse range of methods to gather data directly from sources, enabling you to gain unique insights and answers to your research questions. Each method has its strengths, and the choice of method depends on your research objectives, the nature of your subject, and the available resources.

Surveys and Questionnaires

Surveys and questionnaires are widely used methods to collect data from a large number of participants. You present a series of structured questions, which participants respond to by selecting predefined choices or providing open-ended answers.

Surveys are efficient for obtaining quantitative data and are suitable for studying opinions, preferences, behaviors, and demographics. Online platforms, such as Appinio and Google Forms, facilitate easy distribution and data collection.

Interviews involve direct conversations between the researcher and participants. Interviews can be structured, semi-structured, or unstructured.

• Structured interviews follow a predetermined set of questions, allowing for standardized data collection.
• Semi-structured interviews have a flexible format, allowing for a deeper exploration of responses.
• Unstructured interviews encourage open discussions and follow the natural flow of conversation.

Interviews are valuable for gathering rich qualitative data and insights into participants' experiences, thoughts, and emotions.

Observational Research

Observational research involves systematically observing and recording behaviors, interactions, and occurrences in natural settings. Researchers can be either active participants or passive observers. This method is ideal for studying behavior patterns, social interactions, and environmental influences.

Observational research provides a window into real-world behaviors without the potential bias that can arise from self-reporting. It requires careful planning to ensure data collection is consistent and objective.

Experiments and A/B Testing

Experiments involve manipulating variables to study cause-and-effect relationships. Researchers create controlled environments to test hypotheses and assess how changes in one variable impact another.

In contrast, A/B testing is a specific form of experimentation used in marketing and product development. It compares two versions (A and B) of a variable, such as a website layout or email subject line, to determine which performs better.

Experiments and A/B testing are powerful for establishing causal relationships and measuring the impact of interventions.

Case Studies and In-depth Analysis

Case studies involve an in-depth examination of a single subject, context, or phenomenon.

Researchers gather and analyze various data sources, such as interviews, documents, and observations, to provide a holistic understanding.

Case studies are valuable for exploring complex issues in detail and generating nuanced insights. While they lack generalizability due to their focus on specific instances, case studies contribute rich contextual information to the research landscape.

Focus Groups and Group Discussions

Focus groups gather a small group of participants to discuss specific topics guided by a moderator. These discussions encourage participants to share their opinions, perceptions, and experiences, fostering interaction and generating qualitative data.

Focus groups are valuable for exploring collective perspectives, identifying shared trends, and uncovering diverse viewpoints. The dynamic nature of group interactions can lead to the emergence of unexpected insights.

When selecting a primary research method, consider factors such as the nature of your research question, the level of detail you require, the resources available, and the preferences of your target audience. Combining multiple methods or triangulating data from different sources often enhances the validity and depth of your findings.

By choosing the suitable primary research method for your project, you can gather meaningful insights that contribute to your understanding of the subject at hand.

Primary Research Examples

To better understand how primary research is applied in various fields, let's explore some real-world examples that showcase the diversity and effectiveness of different primary research methods:

Example 1: Consumer Preferences Survey

• Research Objective: A cosmetics company wants to introduce a new skincare product line and wants to understand consumer preferences and needs.
• Method: The company designs an online survey targeting a wide demographic of potential customers. The survey includes questions about preferred skincare ingredients, product formats, packaging design , and price range.
• Outcome: By analyzing the survey responses, the company identifies that a majority of participants prioritize natural ingredients and prefer sustainable packaging. This insight guides the company's product development strategy and marketing messaging.

Example 2: Product Usability Experiment

• Research Objective: A software company wants to improve the user interface of its mobile app to increase user satisfaction and engagement.
• Method: The company conducts an experiment where users are randomly assigned to two groups: one uses the existing app interface (Group A), and the other uses a redesigned interface (Group B). User interactions, time spent on the app, and user feedback are measured.
• Outcome: The experiment reveals that Group B users spend more time on the app, complete tasks faster, and provide more positive feedback. This indicates that the redesigned interface enhances user experience, prompting the company to implement the changes for all users.

Example 3: New Product Concept Exploration

• Research Objective: An electronics company wants to develop a new wearable device and seeks input from potential users.
• Method: Researchers organize focus group sessions with participants who fit the target demographic for the wearable device. Participants are encouraged to share their thoughts, expectations, and concerns regarding the device's features and usability.
• Outcome: Focus group discussions reveal that participants are interested in a device with health monitoring capabilities but are concerned about data privacy. This feedback guides the company in refining the product concept to address user needs and alleviate concerns.

Primary Research Limitations

While primary research offers numerous benefits, it also comes with inherent limitations. Being aware of these limitations is essential for conducting rigorous and well-rounded research:

• Resource Intensity: Primary research can be time-consuming and require significant resources in terms of manpower, budget, and time.
• Cost: The costs associated with participant recruitment, data collection tools, and analysis can be substantial.
• Subjectivity: Researchers' biases can unintentionally influence data collection, analysis, and interpretation.
• Limited Generalization: Findings from primary research might not be easily generalized to larger populations due to sample size limitations.
• Data Collection Challenges: Collecting accurate data can be challenging, particularly in sensitive topics or hard-to-reach populations.
• Potential for Error: Mistakes in survey design, data entry, or analysis can introduce errors in the research findings.
• Ethical Considerations: Ensuring ethical treatment of participants, informed consent, and privacy protection is vital but can be complex.
• Validity and Reliability Concerns: Ensuring the validity and reliability of data requires careful planning and execution.

Primary research is your direct line to understanding your customers, improving products, and making smarter decisions. It's like having a conversation with your audience, getting insights straight from the source. Whether you're asking them questions, watching their behaviors, or testing new ideas, primary research gives you the real-deal information you need to stay competitive and relevant.

Remember, primary research isn't just for big corporations – even small businesses can tap into its power. By listening to your customers and adapting based on their input, you're not only meeting their needs but also building a stronger, customer-focused brand.

How to Conduct Primary Research in Minutes?

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• Real-Time Insights: Instantly tap into a wealth of real-time consumer insights that propel your strategies forward.
• Seamless Integration: Appinio seamlessly merges into your decision-making processes, ensuring research is a natural part of your business rhythm.
• Intuitive Interface: Our platform is designed to be intuitive, making the world of market research accessible to everyone.

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What Are the Best Primary Market Research Methods? & How to Use Them

Rev › Blog › Marketing › What Are the Best Primary Market Research Methods? & How to Use Them

Want to learn about your customers? Use primary research. Primary research obtains market research data directly from sources, compared to secondary market research that uses data already compiled. Conducting primary research provides insights into how current and potential clients relate to your product or service.

What Are the Types of Primary Market Research?

There are two forms of primary market research techniques: qualitative research and quantitative research. Qualitative research is a research technique that seeks to describe and understand behavior. It uses open-ended questions to collect information. Quantitative research gathers data that can be numerically presented and statistically analyzed.

What is Qualitative Research?

Qualitative research can provide insights into the why behind behaviors. It’s a descriptive form of research that can reveal ideas and perceptions that lead to decision-making. Qualitative research is a less formal research method compared to quantitative research. It can lead to recommendations for what to test with quantitative research. 

What is Quantitative Research?

Quantitative research is a structured research form that quantifies thoughts, opinions and behaviors. It can be used to test and validate hypotheses. Quantitative research results may be used to represent a larger sample size or population.

How to Conduct Primary Market Research

With any type of primary market research, the first critical step is to identify the right target audience and research subjects. You’ll also want to determine how big of a sample size you need to obtain helpful results. Determine the questions and problems you’re trying to address to help you make the right research selections.

Most primary market research techniques can be conducted through virtual means today. Depending on what you want to research and the insights you’re after, virtual primary market research may work for your business. The following are several types of primary market research to consider.

What Are In-Depth Interviews?

In-depth interviews are one-on-one conversations with a primary research target. They can be face-to-face interviews, telephone interviews or virtual interviews. With depth interviews, you can gain rich insights and really understand the needs, wants and desires of the interview subject. That helps you understand how they view your products or services.

Best Practices for In-Depth Interviews

Since in-depth interviews are time-intensive, carefully screen the participants you’ll be interviewing. Identify the characteristics you want a subject to have, then find interview subjects based on those characteristics.

Go into an in-depth interview with pre-planned questions that address the insights you want to glean. But be flexible. Ask follow-up questions if you need clarification or if an answer provides information warranting a new question. Try to ask more important questions earlier on in the interview in case you run out of time.

Virtual Tools for In-Depth Interviews

Video conferencing tools like Skype, Zoom and Google Hangouts make it easy to conduct in-depth interviews online. Using a transcription service like Rev can vastly improve market research efficiency . Rev’s searchable, shareable transcripts allow you to quickly find insights after the interview, so you can pay attention to the interview and focus on your questions instead of trying to take copious notes. After the interview, you’ll have a full, searchable record of everything that was said.

How Do Focus Groups Work?

Focus group interviews and research consists of a small group that answers questions and provides feedback during the same interview session. With focus groups, you get insights from individual group participants. You also can see how participants interact with each other during focus group discussions.

Focus Group Pitfalls

Focus groups can present some challenges. One is that one or several participants may dominate the conversation, which can discourage everyone from participating equally. Another challenge might be “groupthink,” when one participant’s views influence the other members to agree or to not state their true opinions.

Focus Group Tips

Focus group success requires a skilled facilitator. A focus group facilitator should encourage every participant to contribute meaningfully. The facilitator needs to pay attention to feedback and ask thoughtful follow-up questions. They should also encourage discussion and keep participants on track to get the insights needed. Focus group facilitators also need to avoid injecting their own bias into discussions.

Similarly to in-depth interviews, focus group interviews should feature the most important questions early on. Use a discussion guide to ensure those questions are answered within the time constraints. The discussion guide should also facilitate a logical discussion to keep focus group participants engaged.

Virtual Tools for Focus Groups

Online video conferencing tools work for focus groups, but there are new challenges to consider when conducting them virtually. Avoid having people talk over each other. Have the facilitator ask that participants only speak once they’re asked. Use a chat feature to facilitate discussion. If a participant wants to add to what someone’s saying, they can send a message in the chat or raise their hand to signal the moderator.

What Is Observational Research?

Observational research is a form of qualitative research that examines how subjects behave. It involves watching, listening and paying attention to that subject’s actions. Observation can happen through information-gathering or by monitoring purchase habits. It can also involve looking at complaints and product returns or watching how consumers behave in a natural or manipulated setting.

Best Practices for Observational Research

To get meaningful insights from observational research, make sure the subjects being observed accurately represent your customer base. Go into research sessions knowing the insights you’re looking for so you know what to pay attention to. Consider whether you need to tell subjects they’re being observed, since knowing they’re under observation could influence their actions.

Virtual Tools for Observational Research

Market research tools like video camera connections or biofeedback systems to observe subjects and collect information. A researcher can use eye tracking software or a heat map to see how participants interact with a website or online environment.

Another way to conduct virtual observations is to let the user give real-time feedback. For example, a marketer may want to test a website experience. The subject could record themselves using it so the researcher can see real-time reactions and feedback.

How Are Surveys Used for Research?

Surveys are a form of quantitative primary market research that ask subjects the same questions across the board. These questions can be close-ended, where the survey taker has set responses like “yes/no,” or they can be multiple choice or evaluated on a scale ranking. Questions may also be open-ended, where the survey taker can write out their thoughts in the answer.

An advantage of large-scale surveys is that the results can be used to create reports for the public. Survey results can be built into a content marketing tool like an ebook to build trust and authority in the industry.

A survey should be a questionnaire that keeps survey takers engaged so they complete the survey. It should be logical and easy to follow, instead of jumping around topics, so survey takers stay on track.

Tips for Conducting Surveys

To get the best survey insights, questions need to be clear so survey takers don’t get confused and respond inaccurately. You also need to target the right sample and screen participants. That ensures they fit the demographic you want to study before you spend time surveying them. Getting results from the wrong demographic can also skew your insights.

Make it easy for the survey taker to complete the survey. Create mostly close-ended questions and just a few open-ended questions. That makes for a more user-friendly survey and also helps researchers gather data to compare trends. Once the results are in, researchers can perform a statistical analysis and determine how accurate of a representation the results provide.

How to Conduct Surveys

Surveys can be done a variety of ways, including by telephone, through online forms, by mail, in person and virtually. Online, you can create a survey using a tool like Google Forms or SurveyMonkey and send it out. If you want to ask someone survey questions face-to-face, you can use video conferencing to conduct the survey.

How is Social Listening Used for Research?

Social media gives marketers direct access to consumer opinions. Free networks like Facebook, Twitter, Instagram, YouTube, and LinkedIn are places where consumers post thoughts on businesses and market trends. Question-and-answer sites and forums like Reddit also offer space for consumers to post public discussions.

Social Listening Techniques

Social listening can be done observationally, where marketers track certain subjects or #hashtags. It can also be more proactive, by targeting certain content creators or influencers to get their opinions on a topic. For example, you could create a private social media group for your target audience. Then, conduct focus group-like interviews or let participants discuss among themselves.

Virtual Tools for Social Listening

There are several social listening tools you can use to aggregate data like mentions and trending topics. A couple to check out are Sprout Social and Brandwatch . You can also create surveys on sites like Facebook and Twitter to poll your social media audiences on various topics.

What is Experimental Research?

Experimental research is a test marketing format. Marketers can conduct A/B tests to manipulate factors and compare results. A common A/B test is showing different versions of landing pages or email campaigns to a similar audience. The researcher would see which version has the most engagement. You can also A/B test digital advertising campaigns to learn insights about leads and customers.

Experimental research can also be used to test physical products. For example, a skincare company might recruit participants to track their skin results. One group would use the company’s product. The other group would use no product or a competitor’s product. These types of results can be used as marketing materials later to promote the product.

Experimental Research Best Practices

When conducting experimental research, use ethical guidelines. Depending on the trial, it may be essential to tell subjects they’re being researched. Online marketing experiments like changing landing pages aren’t a big deal. But trials that can affect someone’s mental or physical health need to be disclosed. Consult with legal counsel before launching experimental research.

How to Do Experimental Research Online

Online marketing tools like HubSpot enable marketers to A/B test campaigns like email and landing pages. Change only one prominent feature in an A/B test. Leave the rest of the elements the same. That way, you can distinguish meaningful results based on that one element’s performance. Change too many elements, and it’s more difficult to pinpoint which one affected results.

Optimize Market Research Interviews with Transcription

When you’re interviewing subjects for primary market research, make the interview more efficient and cost-effective with transcription services. Get fast insights and complete qualitative data using Rev’s transcription service for research like interviews and focus groups. You can get most transcriptions in just 12 hours with at least 99% accuracy.

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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What is Primary Market Research? Types & Examples

September 18, 2023 | By Hitesh Bhasin | Filed Under: Marketing

When it comes to marketing a business , understanding your target audience is essential. However, the only way to truly understand who your audience is and what they are looking for is by conducting primary market research. Through this research, you can uncover the habits and preferences of your target audience to help inform your marketing decisions .

An example of primary market research can be a situation where a company wants to launch a new product and needs to know how its target market would react to it. In this case, the company could ask potential customers about their reactions to the product using surveys & focus groups , and also get feedback on what could be improved or changed.

The research uses various techniques such as surveys , phone calls, field tests, interviews, focus groups, in-person and observation to gather information. With primary market research, the goal is to obtain customer feedback from different perspectives including social, emotional, cultural, rational, and economic aspects.

Table of Contents

What is Primary Market Research?

Primary market research is the process of gathering data directly from individuals or organizations. The most common method used for primary research is conducting market research surveys. However, primary research methods such as focus groups, interviews, and observational research provide essential insights that can influence and establish crucial strategies for effective growth.

It refers to collecting information directly from sources such as prospective customers, and it involves collecting new data that has not been previously compiled. It involves conducting a study to understand the needs and preferences of your target consumers. This form of exploratory research is done by directly approaching your target audience and asking them specific questions about your product or service.

It is an effective way of gathering information by directly interacting with the source, which could be your customers or potential customers in your target market. This could be done by asking them questions and conducting surveys yourself or by hiring someone to do it for you.

Primary Market Research Examples

• ABC is planning to launch a new product and wants to ensure that it meets customer needs. To gather information, ABC can conduct primary market research by surveying its current customers or other potential buyers in the target market.
• An instance is where company XYZ seeks to gain insights into its competitors in the market. To achieve this, XYZ can hold focus groups comprising prospective customers and ask questions about their familiarity with rival brands , their level of satisfaction with them, and their perceptions of XYZ’s product offerings. This exemplifies primary market research.
• LMN, a company, can gather feedback about the effectiveness of its advertising campaign by conducting a survey among the targeted demographic and asking questions related to the campaign.

Why is Primary Market Research Important?

Businesses can benefit from using primary market research as it allows them to gain insight into their target customers and make informed decisions. Although primary research may require more time and money than secondary research , it provides more conclusive findings. Organizations can benefit from primary market research in several ways such as –

• Gathering Accurate Results
• Identifying Unmet Needs
• Understanding Industry Challenges
• Enhancing Product Quality and Design
• Understanding Customer Habits and Preferences
• Improving Services
• Predicting future trends, etc

Types of Primary Market Research

While conducting primary market research, you usually collect two fundamental types of information –

• Exploratory research – Typically, this type of research is broad and exploratory and involves conducting long interviews with one person or a few people. The language used for output is English.
• Specific research – The purpose of this research is to address a specific issue identified through exploratory research by conducting more rigid and organized interviews.

4 Methods of Primary Market Research

Four primary market research methods are:

1) Interviews

An effective primary market research method to conduct research and develop new ideas for your product or service is by conducting in-depth interviews. These interviews involve asking and answering questions and can be conducted either in person or over the phone.

To conduct a more effective interview, it is recommended that you prepare your questions beforehand and limit the interview duration to 20-30 minutes. If you need to understand body language , conducting in-person interviews will be better but if you want interviewees to be more open and honest in their responses then phone interviews can help them be more at ease.

2) Online surveys

Online surveys refer to questionnaires that are sent to people through email invitations, websites, or social media. For optimal response rates, it’s important to ensure that the online surveys are mobile-friendly so that respondents can easily answer the questions using their smartphones or tablets.

Completing the survey will require more than just accessibility. To keep respondents engaged, the questions should be a mix of well-crafted closed and open-ended questions. Additionally, each question should offer the choice not to answer to prevent respondents from exiting the survey.

3) Focus groups

Focus groups are a type of qualitative marketing research that involves 4-12 people led by a trained moderator. They are used to discuss and provide feedback on a product, service, or concept. Think of them as a broader and more relaxed version of an in-person interview.

Before taking part in the focus group , potential participants are assessed to ensure they match the criteria of the target audience. During the session, the moderator will have a set of prepared questions to ask, similar to an interview, to gather feedback on the participants’ opinions, thoughts, interests, and preferences. Focus groups aim to gain valuable insights that may not have been previously considered.

4) Observational research

Observational research is a type of primary market research that involves a distant approach. It involves a trained observer who does not directly interact with the consumer . A technique that involves observing a consumer’s response to a product or service, sometimes through camera footage, is commonly regarded as the most genuine approach to obtaining insights.

Best Ways To Do Primary Market Research

1) in-depth interviews (idis).

In-depth Interviews (IDIs) are a qualitative research technique where a single respondent is interviewed at length.

They are structured and led by a trained interviewer who is well-versed in the discussion guide, enabling them to probe deeper into the respondent’s thoughts, perceptions, and attitudes .

2) Minimum Viable Product (MVP) Testing

In MVP testing, a basic version of a product that has enough features to capture the attention of prospective customers is released.

Feedback is then collected from early users to make improvements. It’s a cost-effective way to understand market needs and validate a product idea before investing heavily in product development .

3) Product/Field Trials

Product or field trials involve giving a product to a select group of users for a certain period and collecting their feedback.

These trials offer an understanding of real-world usage and acceptance, helping businesses identify any changes that need to be made before a full-scale launch.

4) Hypothesis Testing

Hypothesis testing is a statistical method used in market research to test assumptions about a population based on sample data.

It can help organizations make informed decisions by validating or invalidating their assumptions about their market.

5) Online focus groups

Similar to traditional focus groups, online focus groups involve a moderated discussion with a small group of participants.

However, the discussion takes place in a virtual environment, which can allow for a broader geographical reach and greater scheduling flexibility.

6) Intercept Surveys

Intercept surveys are conducted in person, usually in a location where the product or service is used.

Researchers “intercept” consumers to ask about their experience immediately after use, ensuring the feedback is fresh.

7) In-person focus groups

In-person focus groups, like their online counterparts, involve guided discussions led by a moderator.

However, these discussions occur face-to-face, allowing for more direct interaction and observation of body language and non-verbal cues. This can provide rich, nuanced insights that may not be captured in an online environment.

Primary vs. Secondary Market Research

The difference between primary and secondary research is associated with the way of collecting data.

Primary market research involves collecting data to fulfill your business requirements while secondary market research is information that has been previously gathered (existing data) for different purposes but is still useful for your business. Primary research is focused on answering your specific business questions and aims to gather information from a group of people who have similar characteristics to your potential customers.

While secondary research data can be useful in addressing business queries, it has limitations. The information gathered from a particular audience may not represent your intended audience, leading to biased findings. When it comes to deciding between primary or secondary research processes, data collected firsthand through primary research is more reliable than secondhand information that someone else collected by conducting secondary research methods.

Qualitative and Quantitative Research

Primary research can be classified as either qualitative or quantitative.

Qualitative research involves analyzing information that is not presented in numerical form. This type of research yields results that are explanatory and are obtained through methods such as observation, interviews, record reviews, surveys, and focus groups. Quantitative research , on the other hand, involves collecting data that is presented in numerical forms, such as percentages and statistics.

Therefore, various collection methods are needed for this type of research. Quantitative research involves gathering data through online surveys, questionnaires, and secondary sources such as database reports. Primary market research typically produces conclusive data that is a combination of qualitative and quantitative information.

Benefits of Conducting Primary Market Research

1) data ownership and quality.

If you conduct primary market research, the data collected belongs exclusively to you and it will be of top-notch quality. Although accessing secondary market research data may be difficult, conducting your primary research gives you and your company full control over the collected data.

2) Relevancy

Primary market research can quickly and accurately uncover the most relevant insights to inform your business decisions. Data from primary market research studies are collected in real-time and can be used to guide your business decisions.

3) Answers Specific Questions

If you have particular questions about your industry, customers, or market, primary market research can provide answers. This research allows you to ask tailored questions that focus on a specific group of people, which can lead to obtaining more pertinent information.

4) Targeted approach

Conducting primary market research can assist you in concentrating on a particular group or audience by narrowing your scope. Unlike secondary research, which collects data from large populations, primary research is more targeted and specific.

Primary Data Collection Disadvantages

The drawbacks of primary data collection include:

1) Implementation could have a high cost

Collecting primary data involves obtaining information directly, which may require specialized equipment and visiting specific sources of information .

2) The process is tedious

Collecting new data through surveys, questionnaires, and interviews is a time-consuming process. On the other hand, researchers can use existing sources to conclude secondary data , which requires less planning.

3) More people are involved in primary market research

When it comes to research, primary research involves more people than secondary research. These individuals perform different tasks such as designing the survey, conducting customer interviews, and analyzing the outcomes.

4) Observers are needed to make sure that research is well-implemented

Professionals who have had extensive experience dealing with people should be the ones to conduct interviews and observe the proceedings.

5) Responses may be unreliable

Customers may not always provide completely truthful answers in questionnaires and surveys, as they may want to seem knowledgeable or may not remember their actions accurately.

6) May cause misleading results

If the research process is not conducted properly, it can lead to biased research results. Factors that contribute to this may include misinterpreting results, analyzing data based on personal opinions, and inaccuracies.

Finding A Primary Market Research Vendor

Using primary research data is a great way to gain valuable insights into your customers’ needs. However, the process of researching and interviewing potential vendors can be lengthy and overwhelming.

To find the right vendor for your primary research process , it’s essential to be prepared and know which questions to ask. Here are some tips to help you get started.

• Determine Your Research Objectives
• Define Your Budget
• Research Vendors Thoroughly
• Ask About Their Experience And Credentials
• Evaluate Vendor Costing
• Assess The Quality Of Their Data And Reports
• Focus On Client Satisfaction
• Check References And Testimonials

Using an independent, third-party research firm is a highly effective method while conducting primary research. To ensure that you get the best vendor for your research needs, it’s important to carefully evaluate potential providers.

Key Primary Market Research Considerations

For beginners in primary market research, it is useful to have an idea of what to anticipate. The following is a brief list of some of those factors to take into account –

• Cost – It is recommended to allocate a budget for primary market research. The information obtained from the research will be exclusive to you and can be utilized for a considerable amount of time. Paying for valuable market insights is a wise investment.
• Time – Planning the execution of various primary research methods is a time-consuming task that requires careful consideration. However, you can save time on primary research by utilizing appropriate resources.
• Use of multiple methods – For effective results, it’s advisable to use more than one primary research method in marketing research . It’s best to strategize and use at least 2 or 3 different methods.

1) How to conduct primary research?

Conducting primary research involves identifying your research objectives , selecting your research methods (such as surveys, interviews, or observations), using valid and reliable sources, and finally analyzing and interpreting your data in a clear, understandable manner.

2) What are the characteristics of primary market research?

Primary market research is characterized by its direct approach, as information is gathered firsthand from potential or existing customers. It is tailored to specific research questions , making the data collected highly relevant and exclusive to the researcher.

3) What is primary and secondary research?

Primary research is used to collect data that is new and directly from the source, while secondary research collects and analyzes previously published data or secondary data . Primary research provides exclusive insights but can be time-consuming and expensive, whereas secondary research is usually quicker and less expensive, but not as specific to your needs.

4) What are primary research examples?

Examples of primary research include conducting surveys, performing interviews, or carrying out observations. These methods facilitate direct interaction with potential or existing customers, allowing researchers to collect specific, tailored data.

Liked this post? Check out the complete series on Market research

Related posts:

• How to collect primary data for Market research?
• Primary Research – Meaning, Process and Advantages
• What is Primary sales, Secondary sales and Tertiary sales and what factors determine them?
• What is Research Design? Type of Research Designs
• How to Write Research Proposal? Research Proposal Format
• 7 Key Differences between Research Method and Research Methodology
• Qualitative Research: Meaning, and Features of Qualitative Research
• Research Ethics – Importance and Principles of Ethics in Research
• 11 Types Of Quantitative Research options that exist for Market Researchers
• What are the Types of Market Research?

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Primary Market Research: Everything You Need to Know

P rimary market research supports businesses in gaining first-hand insights and information, which isn't already available about the market in which they operate. 

This supports decision-making and the growth of the business. Understanding your customers is key to business success, and primary market research is the most effective way to gain these insights. 

This guide will explore what is primary market research, the essentials of primary market research, its distinct advantages, methods and practical steps for conducting your own research.

Dive in to make informed decisions that drive growth.

What is Primary Market Research?

Primary market research is data that you gather from various techniques and sources, but it's all for a specific research purpose.

It involves the collection of new data and information that isn't already available for the business, typically conducted for a number of purposes including: identifying customer needs, identifying gaps in the market, reducing risk, and ultimately making better decisions.

The significance of primary market research lies in its ability to provide tailored insights and direct feedback from the target audience, which are essential for informed decision-making and strategic planning.

By engaging directly with the market, businesses can ensure that their decisions are based on up-to-date and relevant information, making their actions more effective and their strategies more aligned with consumer demands.

Importance of Primary Market Research

Primary market research offers the ability to design quantitative and qualitative questions tailored precisely to your needs.

It allows businesses to gather unique data, which can serve as a competitive edge and influence key strategic decisions. As highlighted, the main benefit is that it's research that is very focused on a particular research objective and it tends to be pretty up-to-date because the research data is gathered for that specific research objective.

This tailored and current data helps businesses minimize risks and make more informed decisions that are crucial for their growth and adaptation in a competitive market.

Primary vs. Secondary Market Research

Primary market research involves collecting data that has not been previously gathered, providing fresh insights directly tailored to the company's specific needs.

Secondary market research, on the other hand, involves utilizing data that was originally collected by others and already exists. For example, looking at industry sales and financial reports would be considered a secondary source.

The choice between these depends on the needs and resources of the business.

Primary research is vital when fresh, specific insights are needed, and secondary research is useful for broad, initial understandings, often at a lower cost and effort.

Before conducting primary research, you might want to see what secondary research is available to determine if the investment in primary research is justified.

Methods of Primary Market Research

Primary market research encompasses 5 main methods:

Surveys, whether conducted online or offline, are a popular method for gathering feedback. It's crucial to use a mixture of open and closed questions aimed at collecting information to ensure a comprehensive understanding. One effective strategy is making personality quizzes , which can be particularly engaging and insightful.

Best practices include keeping surveys concise to maintain participant engagement and ensuring a balanced number of questions to avoid respondent fatigue while still gathering sufficient data for analysis.

Focus Groups

Focus groups involve organizing five to ten people in a room, asking them questions about your product or a prospective product for the future. The benefits of this method include gaining deep insights through discussion and interaction, which can be more nuanced than those obtained via surveys.

However, the limitations include the potential for groupthink influencing individual opinions and the higher cost and logistical complexity of organizing these sessions.

In-Depth Interviews (IDIs)

In-depth interviews are one-on-one sessions that allow for a thorough exploration of individual opinions and experiences. Techniques for conducting effective IDIs include preparing a guide with open-ended questions to encourage detailed responses and actively listening to capture nuanced insights.

These interviews are invaluable for gathering detailed data but require skilled interviewers to manage the conversation and extract pertinent information.

Intercept Surveys

Intercept surveys are typically conducted in public places where researchers directly approach people to solicit immediate feedback on specific topics.

These are useful for collecting quick, on-the-spot impressions but can be challenging to implement due to the need for immediate participant engagement and the potential for bias in the responses collected in such a rushed environment.

In-Home Usage Tests (IHUTs)

IHUTs involve providing a product to consumers to use in their own homes, gathering authentic feedback on its usage in a real-world setting. Steps for conducting IHUTs include selecting appropriate participants, providing clear instructions for usage, and collecting feedback systematically.

This method offers the advantage of observing how a product is used in daily life, providing insights that can significantly enhance product development.

Step-by-Step Guide to Conducting Primary Market Research

Conducting effective primary market research involves several crucial steps, each designed to ensure that the data collected is both relevant and actionable.

Step 1: Define Objectives

The first step is to set clear, actionable goals which involve identifying what you want to achieve with the research. Objectives should be specific and directly related to the business challenges or opportunities you are addressing. This clarity ensures that the subsequent steps in the research process are aligned and focused on delivering the necessary insights.

Step 2: Choose the Right Method

Selecting the appropriate research method is crucial and should be based on the objectives you have set. For instance, if detailed, qualitative insights are needed, focus groups or in-depth interviews might be the best approach. Conversely, for broader quantitative data, surveys might be more appropriate. Each method has its strengths and should be chosen to best meet the research objectives.

Step 3: Design and Prepare

This stage involves developing questions and selecting participants. The design of the questions is critical as they must be structured to elicit clear, meaningful answers that directly address the research objectives. Selecting the right participants is equally important to ensure that the data collected is representative of the broader target audience.

Step 4: Collect Data

Data collection can be performed using a variety of techniques and tools depending on the chosen method. Whether through online surveys, face-to-face interviews, or observational studies, it's vital to collect data in a manner that minimizes bias and maximizes response rates and the quality of information received.

Step 5: Analyze Data

Once data is collected, it needs to be analyzed to extract meaningful insights. This can involve statistical analysis for quantitative data or content analysis for qualitative data. The aim is to interpret the data in a way that provides clear answers to the research questions posed at the outset.

Step 6: Report and Apply Findings

The final step in conducting primary market research is effectively reporting and applying the findings. This involves presenting findings and integrating them into business strategy. It's crucial to prepare reports that are both comprehensive and understandable, ensuring that key insights are accessible to all relevant stakeholders.

These findings should then be used to inform strategic decisions, such as entering new markets, adjusting marketing strategies, or improving products and services. Successfully applying research findings can lead to significant competitive advantages and better alignment with consumer needs and market trends.

Advantages and Disadvantages of Primary Market Research

Primary market research provides several significant advantages. One of the most crucial is data ownership, which gives businesses exclusive access to information that competitors cannot easily acquire.

This data is not only relevant but also extremely targeted, allowing businesses to gain deep insights into specific consumer behaviors and preferences. The targeted approach of primary research ensures that the data collected is directly applicable to the specific research objectives, leading to more effective decision-making and strategy development.

As noted, this method provides businesses with the ability to design questions tailored precisely to your needs, which in turn enhances the relevance and applicability of the research findings.

Disadvantages

Despite its many benefits, primary market research also comes with significant disadvantages, primarily related to its cost, time consumption, and the intensive resources required.

Conducting this type of research is often seriously time-consuming and involves considerable expense, not only in terms of financial outlay but also the human resources needed to design, execute, and analyze the research.

This method often requires a considerable investment in both staffing and technology, especially when handling large data sets or conducting detailed qualitative research.

Furthermore, the risk of research bias and the potential for non-representative sampling can further complicate the process, requiring additional controls and oversight to ensure validity and reliability of the research outcomes.

Best Practices for Primary Market Research

To maximize the effectiveness of primary market research, it's essential to follow several best practices. First, ensure that the research objectives are clearly defined and aligned with the strategic goals of the business.

This alignment helps in designing focused and relevant research tools and methodologies. Additionally, choosing the right sample size and demographic is crucial for obtaining representative and unbiased data. It's also important to use a mix of qualitative and quantitative methods to capture a broad spectrum of insights.

A common pitfall to avoid is the lack of thorough preparation, which can lead to poorly designed research that does not fully address the research questions. Also, avoid leading questions in surveys and interviews, which can introduce bias and affect the integrity of the data.

Ensuring respondent anonymity and confidentiality can improve the quality and honesty of the feedback received. Lastly, regularly review and adapt research methods to keep up with changes in the market and technology, thereby maintaining the relevance and accuracy of the data collected.

When to Hire a Primary Market Research Vendor

Outsourcing primary market research can be beneficial in several situations, particularly when the in-house team lacks the necessary expertise or resources to conduct comprehensive research.

Hiring a vendor is also advisable when the research requires extensive geographic reach or specialized knowledge that only professionals might possess.

When choosing a reliable vendor, it is crucial to assess their expertise and experience in your specific industry. Look for vendors with a proven track record of conducting effective research and those who can provide detailed case studies or references.

It's also important to evaluate the transparency of their research process and ensure they adhere to ethical standards and data protection laws.

Lastly, clear communication about goals, expectations, and research methodologies is essential to ensure that the vendor's approach aligns with your business needs and objectives

Business Applications of Primary Market Research

Primary market research is utilized across various industries to enhance product development, marketing strategies, and customer service.

In product development, businesses use primary research to test and trial new products or services before they are launched onto the market. This allows them to gather feedback and make necessary adjustments, reducing the risk of market failure.

For example, in the food industry, test marketing is often conducted in smaller geographical areas to gauge consumer response before a nationwide rollout.

In marketing, primary research helps companies understand consumer behavior and preferences, enabling them to tailor their advertising and promotional strategies.

The automotive industry provides a notable example, as seen with Chrysler Plymouth in the 1950s, which used focus groups to understand buyer preferences, leading to targeted advertising that significantly boosted sales.

Customer service also benefits greatly from primary research. Companies like Sky use surveys post-interaction to assess customer satisfaction and areas for improvement.

These insights help businesses refine their service offerings and enhance customer experience, ultimately contributing to customer retention and loyalty.

Primary market research is indispensable for businesses seeking to understand their market deeply and make informed decisions.

It provides targeted, up-to-date information that can significantly impact product development, marketing strategies, and customer service. By employing best practices and choosing the right methods, companies can avoid common pitfalls and maximize the effectiveness of their research efforts.

Ultimately, the thoughtful implementation of primary market research is crucial for maintaining competitive advantage and achieving sustainable growth.

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Primary Research: What It Is, Purpose & Methods + Examples

As we continue exploring the exciting research world, we’ll come across two primary and secondary data approaches. This article will focus on primary research – what it is, how it’s done, and why it’s essential. 

We’ll discuss the methods used to gather first-hand data and examples of how it’s applied in various fields. Get ready to discover how this research can be used to solve research problems , answer questions, and drive innovation.

What is Primary Research: Definition

Primary research is a methodology researchers use to collect data directly rather than depending on data collected from previously done research. Technically, they “own” the data. Primary research is solely carried out to address a certain problem, which requires in-depth analysis .

There are two forms of research:

• Primary Research
• Secondary Research

Businesses or organizations can conduct primary research or employ a third party to conduct research. One major advantage of primary research is this type of research is “pinpointed.” Research only focuses on a specific issue or problem and on obtaining related solutions.

For example, a brand is about to launch a new mobile phone model and wants to research the looks and features they will soon introduce. 

Organizations can select a qualified sample of respondents closely resembling the population and conduct primary research with them to know their opinions. Based on this research, the brand can now think of probable solutions to make necessary changes in the looks and features of the mobile phone.

Primary Research Methods with Examples

In this technology-driven world, meaningful data is more valuable than gold. Organizations or businesses need highly validated data to make informed decisions. This is the very reason why many companies are proactive in gathering their own data so that the authenticity of data is maintained and they get first-hand data without any alterations.

Here are some of the primary research methods organizations or businesses use to collect data:

1. Interviews (telephonic or face-to-face)

Conducting interviews is a qualitative research method to collect data and has been a popular method for ages. These interviews can be conducted in person (face-to-face) or over the telephone. Interviews are an open-ended method that involves dialogues or interaction between the interviewer (researcher) and the interviewee (respondent).

Conducting a face-to-face interview method is said to generate a better response from respondents as it is a more personal approach. However, the success of face-to-face interviews depends heavily on the researcher’s ability to ask questions and his/her experience related to conducting such interviews in the past. The types of questions that are used in this type of research are mostly open-ended questions . These questions help to gain in-depth insights into the opinions and perceptions of respondents.

Personal interviews usually last up to 30 minutes or even longer, depending on the subject of research. If a researcher is running short of time conducting telephonic interviews can also be helpful to collect data.

2. Online surveys

Once conducted with pen and paper, surveys have come a long way since then. Today, most researchers use online surveys to send to respondents to gather information from them. Online surveys are convenient and can be sent by email or can be filled out online. These can be accessed on handheld devices like smartphones, tablets, iPads, and similar devices.

Once a survey is deployed, a certain amount of stipulated time is given to respondents to answer survey questions and send them back to the researcher. In order to get maximum information from respondents, surveys should have a good mix of open-ended questions and close-ended questions . The survey should not be lengthy. Respondents lose interest and tend to leave it half-done.

It is a good practice to reward respondents for successfully filling out surveys for their time and efforts and valuable information. Most organizations or businesses usually give away gift cards from reputed brands that respondents can redeem later.

3. Focus groups

This popular research technique is used to collect data from a small group of people, usually restricted to 6-10. Focus group brings together people who are experts in the subject matter for which research is being conducted.

Focus group has a moderator who stimulates discussions among the members to get greater insights. Organizations and businesses can make use of this method, especially to identify niche markets to learn about a specific group of consumers.

4. Observations

In this primary research method, there is no direct interaction between the researcher and the person/consumer being observed. The researcher observes the reactions of a subject and makes notes.

Trained observers or cameras are used to record reactions. Observations are noted in a predetermined situation. For example, a bakery brand wants to know how people react to its new biscuits, observes notes on consumers’ first reactions, and evaluates collective data to draw inferences .

Primary Research vs Secondary Research – The Differences

Primary and secondary research are two distinct approaches to gathering information, each with its own characteristics and advantages. 

While primary research involves conducting surveys to gather firsthand data from potential customers, secondary market research is utilized to analyze existing industry reports and competitor data, providing valuable context and benchmarks for the survey findings.

Find out more details about the differences: 

1. Definition

• Primary Research: Involves the direct collection of original data specifically for the research project at hand. Examples include surveys, interviews, observations, and experiments.
• Secondary Research: Involves analyzing and interpreting existing data, literature, or information. This can include sources like books, articles, databases, and reports.

2. Data Source

• Primary Research: Data is collected directly from individuals, experiments, or observations.
• Secondary Research: Data is gathered from already existing sources.

3. Time and Cost

• Primary Research: Often time-consuming and can be costly due to the need for designing and implementing research instruments and collecting new data.
• Secondary Research: Generally more time and cost-effective, as it relies on readily available data.

4. Customization

• Primary Research: Provides tailored and specific information, allowing researchers to address unique research questions.
• Secondary Research: Offers information that is pre-existing and may not be as customized to the specific needs of the researcher.
• Primary Research: Researchers have control over the research process, including study design, data collection methods , and participant selection.
• Secondary Research: Limited control, as researchers rely on data collected by others.

6. Originality

• Primary Research: Generates original data that hasn’t been analyzed before.
• Secondary Research: Involves the analysis of data that has been previously collected and analyzed.

7. Relevance and Timeliness

• Primary Research: Often provides more up-to-date and relevant data or information.
• Secondary Research: This may involve data that is outdated, but it can still be valuable for historical context or broad trends.

Advantages of Primary Research

Primary research has several advantages over other research methods, making it an indispensable tool for anyone seeking to understand their target market, improve their products or services, and stay ahead of the competition. So let’s dive in and explore the many benefits of primary research.

• One of the most important advantages is data collected is first-hand and accurate. In other words, there is no dilution of data. Also, this research method can be customized to suit organizations’ or businesses’ personal requirements and needs .
• I t focuses mainly on the problem at hand, which means entire attention is directed to finding probable solutions to a pinpointed subject matter. Primary research allows researchers to go in-depth about a matter and study all foreseeable options.
• Data collected can be controlled. I T gives a means to control how data is collected and used. It’s up to the discretion of businesses or organizations who are collecting data how to best make use of data to get meaningful research insights.
• I t is a time-tested method, therefore, one can rely on the results that are obtained from conducting this type of research.

Disadvantages of Primary Research

While primary research is a powerful tool for gathering unique and firsthand data, it also has its limitations. As we explore the drawbacks, we’ll gain a deeper understanding of when primary research may not be the best option and how to work around its challenges.

• One of the major disadvantages of primary research is it can be quite expensive to conduct. One may be required to spend a huge sum of money depending on the setup or primary research method used. Not all businesses or organizations may be able to spend a considerable amount of money.
• This type of research can be time-consuming. Conducting interviews and sending and receiving online surveys can be quite an exhaustive process and require investing time and patience for the process to work. Moreover, evaluating results and applying the findings to improve a product or service will need additional time.
• Sometimes, just using one primary research method may not be enough. In such cases, the use of more than one method is required, and this might increase both the time required to conduct research and the cost associated with it.

Every research is conducted with a purpose. Primary research is conducted by organizations or businesses to stay informed of the ever-changing market conditions and consumer perception. Excellent customer satisfaction (CSAT) has become a key goal and objective of many organizations.

A customer-centric organization knows the importance of providing exceptional products and services to its customers to increase customer loyalty and decrease customer churn. Organizations collect data and analyze it by conducting primary research to draw highly evaluated results and conclusions. Using this information, organizations are able to make informed decisions based on real data-oriented insights.

QuestionPro is a comprehensive survey platform that can be used to conduct primary research. Users can create custom surveys and distribute them to their target audience , whether it be through email, social media, or a website.

QuestionPro also offers advanced features such as skip logic, branching, and data analysis tools, making collecting and analyzing data easier. With QuestionPro, you can gather valuable insights and make informed decisions based on the results of your primary research. Start today for free!

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Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

• Companies conduct market research before introducing new products to determine their appeal to potential customers.
• Tools include focus groups, telephone interviews, and questionnaires.
• The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
• Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

• Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
• Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

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• Primary Research | Definition, Types, & Examples

Primary Research | Definition, Types, & Examples

Published on 15 January 2023 by Tegan George .

Primary research is a research method that relies on direct data collection , rather than relying on data that’s already been collected by someone else. In other words, primary research is any type of research that you undertake yourself, firsthand, while using data that has already been collected is called secondary research.

Primary research is often used in qualitative research , particularly in survey methodology, questionnaires, focus groups, and various types of interviews . While quantitative primary research does exist, it’s not as common.

Table of contents

When to use primary research, types of primary research, examples of primary research, advantages and disadvantages of primary research, frequently asked questions.

Primary research is any research that you conduct yourself. It can be as simple as a 2-question survey, or as in-depth as a years-long longitudinal study . The only key is that data must be collected firsthand by you.

Primary research is often used to supplement or strengthen existing secondary research. It is usually exploratory in nature, concerned with examining a research question where no preexisting knowledge exists. It is also sometimes called original research for this reason.

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Primary research can take many forms, but the most common types are:

• Surveys and questionnaire
• Observational studies
• Interviews and focus groups
• Surveys and questionnaires

Surveys and questionnaires collect information about a group of people by asking them questions and analyzing the results. They are a solid choice if your research topic seeks to investigate something about the characteristics, preferences, opinions, or beliefs of a group of people.

Surveys and questionnaires can take place online, in person, or through the mail. It is best to have a combination of open-ended and closed-ended questions, and how the questions are phrased matters. Be sure to avoid leading questions, and ask any related questions in groups, starting with the most basic ones first.

Observational studies are an easy and popular way to answer a research question based purely on what you, the researcher, observes. If there are practical or ethical concerns that prevent you from conducting a traditional experiment , observational studies are often a good stopgap.

There are three types of observational studies: cross-sectional studies , cohort studies, and case-control studies. If you decide to conduct observational research, you can choose the one that’s best for you. All three are quite straightforward and easy to design – just beware of confounding variables and observer bias creeping into your analysis.

Similarly to surveys and questionnaires, interviews and focus groups also rely on asking questions to collect information about a group of people. However, how this is done is slightly different. Instead of sending your questions out into the world, interviews and focus groups involve two or more people – one of whom is you, the interviewer, who asks the questions.

There are 3 main types of interviews:

• Structured interviews ask predetermined questions in a predetermined order.
• Unstructured interviews are more flexible and free-flowing, proceeding based on the interviewee’s previous answers.
• Semi-structured interviews fall in between, asking a mix of predetermined questions and off-the-cuff questions.

While interviews are a rich source of information, they can also be deceptively challenging to do well. Be careful of interviewer bias creeping into your process. This is best mitigated by avoiding double-barreled questions and paying close attention to your tone and delivery while asking questions.

Alternatively, a focus group is a group interview, led by a moderator. Focus groups can provide more nuanced interactions than individual interviews, but their small sample size means that external validity is low.

Primary research can often be quite simple to pursue yourself. Here are a few examples of different research methods you can use to explore different topics.

Primary research is a great choice for many research projects, but it has distinct advantages and disadvantages.

Advantages of primary research

Advantages include:

• The ability to conduct really tailored, thorough research, down to the ‘nitty-gritty’ of your topic . You decide what you want to study or observe and how to go about doing that.
• You maintain control over the quality of the data collected, and can ensure firsthand that it is objective, reliable , and valid .
• The ensuing results are yours, for you to disseminate as you see fit. You maintain proprietary control over what you find out, allowing you to share your findings with like-minded individuals or those conducting related research that interests you for replication or discussion purposes.

Disadvantages of primary research

Disadvantages include:

• In order to be done well, primary research can be very expensive and time consuming. If you are constrained in terms of time or funding, it can be very difficult to conduct your own high-quality primary research.
• Primary research is often insufficient as a standalone research method, requiring secondary research to bolster it.
• Primary research can be prone to various types of research bias . Bias can manifest on the part of the researcher as observer bias , Pygmalion effect , or demand characteristics . It can occur on the part of participants as a Hawthorne effect or social desirability bias .

The 3 main types of primary research are:

Exploratory research explores the main aspects of a new or barely researched question.

Explanatory research explains the causes and effects of an already widely researched question.

There are several methods you can use to decrease the impact of confounding variables on your research: restriction, matching, statistical control, and randomisation.

In restriction , you restrict your sample by only including certain subjects that have the same values of potential confounding variables.

In matching , you match each of the subjects in your treatment group with a counterpart in the comparison group. The matched subjects have the same values on any potential confounding variables, and only differ in the independent variable .

In statistical control , you include potential confounders as variables in your regression .

In randomisation , you randomly assign the treatment (or independent variable) in your study to a sufficiently large number of subjects, which allows you to control for all potential confounding variables.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

When conducting research, collecting original data has significant advantages:

• You can tailor data collection to your specific research aims (e.g., understanding the needs of your consumers or user testing your website).
• You can control and standardise the process for high reliability and validity (e.g., choosing appropriate measurements and sampling methods ).

However, there are also some drawbacks: data collection can be time-consuming, labour-intensive, and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

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Primary Market Research

Last updated 7 Aug 2019

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Primary market research is research data that is collected first-hand for a specific research purpose.

Examples of primary research methods

Common methods of obtaining primary market research include:

• Focus groups
• Interviews (online & in-person)
• Surveys & questionnaires
• Mystery shoppers
• Product testing and product trial

Advantages and drawbacks of primary market research

Directly focused on research objectives = fit for purpose

Tends to be more up-to-date than secondary research

Provides more detailed insights – particularly into customer views

Time-consuming and often costly to obtain

Risk of survey bias – research samples may not be representative of the population

• Primary research
• Secondary research
• Quantitative research
• Qualitative research
• Marketing research

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• Primary vs Secondary Research

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Primary vs secondary research – what’s the difference.

14 min read Find out how primary and secondary research are different from each other, and how you can use them both in your own research program.

Primary vs secondary research: in a nutshell

The essential difference between primary and secondary research lies in who collects the data.

• Primary research definition

When you conduct primary research, you’re collecting data by doing your own surveys or observations.

• Secondary research definition:

In secondary research, you’re looking at existing data from other researchers, such as academic journals, government agencies or national statistics.

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When to use primary vs secondary research

Primary research and secondary research both offer value in helping you gather information.

Each research method can be used alone to good effect. But when you combine the two research methods, you have the ingredients for a highly effective market research strategy. Most research combines some element of both primary methods and secondary source consultation.

So assuming you’re planning to do both primary and secondary research – which comes first? Counterintuitive as it sounds, it’s more usual to start your research process with secondary research, then move on to primary research.

Secondary research can prepare you for collecting your own data in a primary research project. It can give you a broad overview of your research area, identify influences and trends, and may give you ideas and avenues to explore that you hadn’t previously considered.

Given that secondary research can be done quickly and inexpensively, it makes sense to start your primary research process with some kind of secondary research. Even if you’re expecting to find out what you need to know from a survey of your target market, taking a small amount of time to gather information from secondary sources is worth doing.

Primary research

Primary market research is original research carried out when a company needs timely, specific data about something that affects its success or potential longevity.

Primary research data collection might be carried out in-house by a business analyst or market research team within the company, or it may be outsourced to a specialist provider, such as an agency or consultancy. While outsourcing primary research involves a greater upfront expense, it’s less time consuming and can bring added benefits such as researcher expertise and a ‘fresh eyes’ perspective that avoids the risk of bias and partiality affecting the research data.

Primary research gives you recent data from known primary sources about the particular topic you care about, but it does take a little time to collect that data from scratch, rather than finding secondary data via an internet search or library visit.

Primary research involves two forms of data collection:

• Exploratory research This type of primary research is carried out to determine the nature of a problem that hasn’t yet been clearly defined. For example, a supermarket wants to improve its poor customer service and needs to understand the key drivers behind the customer experience issues. It might do this by interviewing employees and customers, or by running a survey program or focus groups.
• Conclusive research This form of primary research is carried out to solve a problem that the exploratory research – or other forms of primary data – has identified. For example, say the supermarket’s exploratory research found that employees weren’t happy. Conclusive research went deeper, revealing that the manager was rude, unreasonable, and difficult, making the employees unhappy and resulting in a poor employee experience which in turn led to less than excellent customer service. Thanks to the company’s choice to conduct primary research, a new manager was brought in, employees were happier and customer service improved.

Examples of primary research

All of the following are forms of primary research data.

• Customer satisfaction survey results
• Employee experience pulse survey results
• NPS rating scores from your customers
• A field researcher’s notes
• Data from weather stations in a local area
• Recordings made during focus groups

Primary research methods

There are a number of primary research methods to choose from, and they are already familiar to most people. The ones you choose will depend on your budget, your time constraints, your research goals and whether you’re looking for quantitative or qualitative data.

A survey can be carried out online, offline, face to face or via other media such as phone or SMS. It’s relatively cheap to do, since participants can self-administer the questionnaire in most cases. You can automate much of the process if you invest in good quality survey software.

Primary research interviews can be carried out face to face, over the phone or via video calling. They’re more time-consuming than surveys, and they require the time and expense of a skilled interviewer and a dedicated room, phone line or video calling setup. However, a personal interview can provide a very rich primary source of data based not only on the participant’s answers but also on the observations of the interviewer.

Focus groups

A focus group is an interview with multiple participants at the same time. It often takes the form of a discussion moderated by the researcher. As well as taking less time and resources than a series of one-to-one interviews, a focus group can benefit from the interactions between participants which bring out more ideas and opinions. However this can also lead to conversations going off on a tangent, which the moderator must be able to skilfully avoid by guiding the group back to the relevant topic.

Secondary research

Secondary research is research that has already been done by someone else prior to your own research study.

Secondary research is generally the best place to start any research project as it will reveal whether someone has already researched the same topic you’re interested in, or a similar topic that helps lay some of the groundwork for your research project.

Even if your preliminary secondary research doesn’t turn up a study similar to your own research goals, it will still give you a stronger knowledge base that you can use to strengthen and refine your research hypothesis. You may even find some gaps in the market you didn’t know about before.

The scope of secondary research resources is extremely broad. Here are just a few of the places you might look for relevant information.

Books and magazines

A public library can turn up a wealth of data in the form of books and magazines – and it doesn’t cost a penny to consult them.

Market research reports

Secondary research from professional research agencies can be highly valuable, as you can be confident the data collection methods and data analysis will be sound

Scholarly journals, often available in reference libraries

Peer-reviewed journals have been examined by experts from the relevant educational institutions, meaning there has been an extra layer of oversight and careful consideration of the data points before publication.

Government reports and studies

Public domain data, such as census data, can provide relevant information for your research project, not least in choosing the appropriate research population for a primary research method. If the information you need isn’t readily available, try contacting the relevant government agencies.

White papers

Businesses often produce white papers as a means of showcasing their expertise and value in their field. White papers can be helpful in secondary research methods, although they may not be as carefully vetted as academic papers or public records.

Trade or industry associations

Associations may have secondary data that goes back a long way and offers a general overview of a particular industry. This data collected over time can be very helpful in laying the foundations of your particular research project.

Private company data

Some businesses may offer their company data to those conducting research in return for fees or with explicit permissions. However, if a business has data that’s closely relevant to yours, it’s likely they are a competitor and may flat out refuse your request.

Learn more about secondary research

Examples of secondary research data

These are all forms of secondary research data in action:

• A newspaper report quoting statistics sourced by a journalist
• Facts from primary research articles quoted during a debate club meeting
• A blog post discussing new national figures on the economy
• A company consulting previous research published by a competitor

Secondary research methods

Literature reviews.

A core part of the secondary research process, involving data collection and constructing an argument around multiple sources. A literature review involves gathering information from a wide range of secondary sources on one topic and summarizing them in a report or in the introduction to primary research data.

Content analysis

This systematic approach is widely used in social science disciplines. It uses codes for themes, tropes or key phrases which are tallied up according to how often they occur in the secondary data. The results help researchers to draw conclusions from qualitative data.

Data analysis using digital tools

You can analyze large volumes of data using software that can recognize and categorize natural language. More advanced tools will even be able to identify relationships and semantic connections within the secondary research materials.

Comparing primary vs secondary research

We’ve established that both primary research and secondary research have benefits for your business, and that there are major differences in terms of the research process, the cost, the research skills involved and the types of data gathered. But is one of them better than the other?

The answer largely depends on your situation. Whether primary or secondary research wins out in your specific case depends on the particular topic you’re interested in and the resources you have available. The positive aspects of one method might be enough to sway you, or the drawbacks – such as a lack of credible evidence already published, as might be the case in very fast-moving industries – might make one method totally unsuitable.

Here’s an at-a-glance look at the features and characteristics of primary vs secondary research, illustrating some of the key differences between them.

What are the pros and cons of primary research?

Primary research provides original data and allows you to pinpoint the issues you’re interested in and collect data from your target market – with all the effort that entails.

Benefits of primary research:

• Tells you what you need to know, nothing irrelevant
• Yours exclusively – once acquired, you may be able to sell primary data or use it for marketing
• Teaches you more about your business
• Can help foster new working relationships and connections between silos
• Primary research methods can provide upskilling opportunities – employees gain new research skills

Limitations of primary research:

• Lacks context from other research on related subjects
• Can be expensive
• Results aren’t ready to use until the project is complete
• Any mistakes you make in in research design or implementation could compromise your data quality
• May not have lasting relevance – although it could fulfill a benchmarking function if things change

What are the pros and cons of secondary research?

Secondary research relies on secondary sources, which can be both an advantage and a drawback. After all, other people are doing the work, but they’re also setting the research parameters.

Benefits of secondary research:

• It’s often low cost or even free to access in the public domain
• Supplies a knowledge base for researchers to learn from
• Data is complete, has been analyzed and checked, saving you time and costs
• It’s ready to use as soon as you acquire it

Limitations of secondary research

• May not provide enough specific information
• Conducting a literature review in a well-researched subject area can become overwhelming
• No added value from publishing or re-selling your research data
• Results are inconclusive – you’ll only ever be interpreting data from another organization’s experience, not your own
• Details of the research methodology are unknown
• May be out of date – always check carefully the original research was conducted

Related resources

Business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, request demo.

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Integrated Primary & Secondary Research

1 Primary and Secondary Research

Definition of Primary & Secondary Research

Primary research.

Primary research involves the collection of data that does not yet exist. Primary research focuses on answering questions about current trends, issues, human behaviour, or is used to reinforce secondary research. For example, a telephone survey gathering opinions on the best options for homelessness, or an in-depth interview administered with the goal to gather personal insight on the opioid crisis. It is often undertaken after the researcher has gained some insight into the topic by reviewing and analyzing secondary research.

Secondary Research

Secondary research involves the collection of data and information that exists and has already been published. Secondary research focuses on answering questions with past research studies and existing information. For example, an NPO accesses an online database to find more information about cultural differences or social norms.

Why Do Non-Profits Need to Do Research?

Marketing research is defined as the methodical design, collection, analysis, and reporting of reliable marketing information that is relevant to a particular problem faced by an organization in order to reduce uncertainty at a reasonable cost.

According to the American Marketing Association (Nonprofit Marketing, 2006),  marketing research can be used to:

• Identify and define marketing opportunities and problems.
• Generate, refine, and evaluate marketing actions that have been or will be implemented.
• Monitor marketing strategies.

Marketing research can use either primary data or secondary data. These types of research can further your understanding of your audience, which is a key part of any marketing campaign.

Types of Research

Please review the different types of research below:

1. Direct Observation

One way to learn about people is to observe them. By observing respondents’ actions without direct interaction. This can refer to the social media sites that the audience prefers to go on, what advertisements they tend to click as so on. Usually, this information can be found within online analytics.

2. Interviews and Surveys

Because your demographic analysis will be limited to your most likely audience, your most accurate way to learn about them is to seek personal information through interviews and surveys. Interviews may be conducted face-to-face, by phone, or by written means, such as texting. They allow more in-depth discussion than surveys, and they are also more time-consuming to conduct. Surveys are also sometimes conducted face-to-face or by phone, but online surveys are increasingly common. You may collect and tabulate survey results manually, or set up an automated online survey through the free or subscription portals of sites like Survey Monkey and Zoomerang. Using an online survey provides the advantage of keeping responses anonymous, which may increase your audience members’ willingness to participate and to answer personal questions. Surveys are an efficient way to collect information quickly; however, in contrast to interviews, they don’t allow for follow-up questions to help you understand why your respondent gave a certain answer.

3. Focus Groups

A focus group is a small group of people who give you feedback about their perceptions. As with interviews and surveys, in a focus group, you should use a limited list of carefully prepared questions designed to get at the information you need to understand their beliefs, attitudes, and values specifically related to your topic.

4. Using Existing Data about Your Audience

Occasionally, existing information will be available about your audience. For instance, if you have a student audience, it might not be difficult to find out what their academic majors are. You might also be able to find out their degree of investment in their education; for instance, you could reasonably assume that the seniors in the audience have been successful students who have invested at least three years pursuing higher education.

In today’s day and age, there are a lot of online resources built into business accounts, such as Facebook, Pinterest, LinkedIn, Twitter, and Google, that collect this observation research and relay the information back in the form of statistics. These online resources can be usually found under the settings tabs under analytics.

Once a non-profit organization has developed a needs-centred orientation, a logical next step is to engage in research to better understand how the public views the organization or on an ongoing societal issue . Effective marketing starts with a strong knowledge of your audience, that gives you unique insights into what they want and how to satisfy them better than the competition. The most reliable source of marketing information is current insights.

Understanding the point of view and demands of the public does not necessarily mean that the NPO should satisfy those wishes. Instead, it means that the NPO can develop a better understanding of its own strengths and weaknesses and if appropriate, modify aspects of the organization to better suit its audience. For example, an organization shifts the time of day on a free service that is being offered or decides to implement an additional time slot during the week so that it can better meet the public’s needs .

Quantitative Data vs. Qualitative Data

Primary Data is new information the organization gathers directly from respondents they interact with, surveys, or alternative research methods. Although primary data can be expensive to collect, it’s often extremely useful because it’s “just what the doctor ordered” to guide the organization’s thinking.   

Primary data can be either quantitative or qualitative. Quantitative research is usually based on a large-scale sample of respondents and is typically expressed in numeric terms such as averages, percentages, or statistics. Qualitative research is more open-ended in eliciting the stories, anecdotes, and descriptive words people have for products or lifestyle attributes.

Attribution

This page contains material taken from:

Film and Television 6A: History of the American Motion Picture: Getting Started. (2020, July 7). Retrieved July 23, 2020, from https://guides.library.ucla.edu/c.php?g=180311

Lumen Learning. (2020). The Importance of Marketing Information and Research. Retrieved from Lumen Principles of Marketing: https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-the-importance-of-marketing-information-and-research/

Nonprofit Marketing. (2006). Retrieved July 31, 2020, from https://books.google.ca/books?id=uqU5DQAAQBAJ

Primary Market Research. (2020). Retrieved July 23, 2020, from http://kolibri.teacherinabox.org.au/modules/enboundless/www.boundless.com/business/concepts/primary-market-research-0-8219/index.html

Sagepub (2006). Research in Nonprofit Organizations. Retrieved from https://us.sagepub.com/sites/default/files/upm-binaries/9066_WymerCh3.pdf

Secondary Data. (2020). Retrieved July 23, 2020, from https://2012books.lardbucket.org/books/advertising-campaigns-start-to-finish/s08-03-secondary-data.html

The collection of data that does not yet exist. Primary research focuses on answering questions about current trends, issues, human behaviour, or is used to reinforce secondary research.

The collection of data and information that exists and has already been published. Secondary research focuses on answering questions with past research studies and existing information.

Methodical design, collection, analysis, and reporting of reliable marketing information that is relevant to a particular problem faced by an organization in order to reduce uncertainty at a reasonable cost.

New information the organization gathers directly from respondents they interact with, surveys, or alternative research methods.

Provides an overall picture of a general population or geographical region. It can also often be used to measure trends over time. This type of evidence is valuable for describing who, what, where, and when.

Provides richer, deeper, and broader information based on a few individuals or case examples. This type of evidence is valuable for describing how and why.

An Open Guide to Integrated Marketing Communications (IMC) Copyright © by Andrea Niosi and KPU Marketing 4201 Class of Summer 2020 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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