Primary Market Research

Primary Research:

• Data collected first-hand for a specific research purpose

Secondary Research:

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

Examples of Primary Market Research:

• Focus groups

• Interviews

• Surveys

Examples of Primary Market Research:

• Mystery shoppers

• Product testing and trial

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

Drawbacks of Primary Market Research:

• Time-consuming and often costly to obtain

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