Primary Market Research

What is primary research?

Data collected first-hand for a specific research purpose

What is secondary research?

Data that already exists and which has been collected for a different purpose

What are the examples of primary market research methods?

• Focus groups

• Interviews

• Surveys

What are the modern examples of primary market research?

• Mystery shoppers

• Product testing and trial

What are the advantages of primary market research?

• Directly focused on research objectives= fit for purpose

• Tends to be up-to-date

• More detailed insights- particularly into customer views

What are the drawbacks of primary

• Time-consuming and often costly to obtain

• Risk of survey bias- Research samples may not be representative of the population