Primary market research

Primary research is usually information gathered directly from original sources. Information is collected first-hand through surveys, interviews, and talking to customers and other businesses.

Your research can be formal or informal and can help you discover what your customers' needs are, how your business can improve, what you are good at and what practices other businesses are using.

Examples of primary research

  • telephone, mail or email surveys
  • informal face-to-face or written customer feedback
  • interviews
  • questionnaires
  • focus groups.

As part of your research, you might decide to use existing information, such as customer complaints or sales data to help you gain a better understanding of customers.

Using internal data can be a cost effective way to quickly and easily understand your customers. Find out how to conduct research on your customers with data that you already may have on hand.

Data research methods

Depending on how you choose to conduct primary research, your methods might produce both qualitative and quantitative results depending on how your research questions have been structured.

Qualitative research

Qualitative research may include things like interviews, observations, focus groups and collecting customer comments. It's usually less structured than quantitative research methods and produces more open-ended results, rather than numerical data for comparison.

Quantitative research

Quantitative research refers to ways where numerical and statistical data is used and analysed. It usually involves collecting data in numerical form and sorting or categorising the information. Examples of quantitative research methods could include surveys and experiments.

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