How we can help you in Primary Research?

Types of Primary Market Research

Primary research can either be quantitative or qualitative or a hybrid of both.

Examples of primary research methods include:

• Online surveys

• Focus groups

• In-depth interviews (IDIs)

• Intercept surveys

• In-home usage tests (IHUTs)

Regardless of the method used, one thing remains the same: the research is exclusive and original.

Example Primary Market Research Study

Let's say a grocery chain contacts a primary research firm, like Discover Market Intelligence to understand the awareness level of its grocery store and know key drivers behind customers' decisions to choose a grocery store.

Through secondary research, you may be able to source a study that was conducted through syndicated research provided by a Nielsen or another agency.

• The study may reference several statistics regarding your grocery chain and other grocery chains but you will quickly find out the scope is limited.

• You will not gather insight on awareness or drivers to choice due to the limitations of the secondary research.

• Because you were not the sole sponsor of the research through Nielsen, you do not have the liberty to design the survey script for your needs.

Primary research, however, provides true customization and ownership of the data.

The only true and relevant way you'd be able to tackle the two objectives listed above is through a commissioned study or survey through a market research vendor like Discover Market Intelligence

The Key Takeaway: Through the use of an online survey or a telephone survey, market research companies can collect unique and original data from consumers in your market area. This is more beneficial than relying on general U.S. consumer data often found through secondary research.

Recommended Reading: 11 Types of Market Research to Conduct in 2022

The Benefits of Conducting Primary Market Research

If you were to say that primary research is less costly than secondary research, you wouldn't necessarily be wrong.

Secondary research may very well be the cheaper option, often readily available online or through a database.

However, we believe that the benefits of primary market research strongly outweigh any of the costs associated with it.

Benefit #1: Data ownership

Access to secondary market research data may be limited. With primary research, however, you and your company have complete ownership of the data that you collect.

Ownership of research data is important.

With an initial round of primary research under your belt, you and your company have the ability to look back and compare future waves of data to see how your company fared previously.

The most important benchmark in market research is you! With data ownership, you can see how you and your company have done within a certain time frame.

Benefit #2: Relevancy

You’ve searched tirelessly for information on your target audience, and you’ve finally come across a data set from a relevant study!

There’s just one problem. The study was conducted five years ago.

If there’s one thing we can all agree on, it's that in this day and age the world is constantly changing.

Consumer attitudes and market trends change regularly, and data from a study conducted last year may not apply to today’s market conditions.

With primary research conducted now, you can guarantee data that is timely and relevant.

Benefit #3: Targeted approach

When conducting a primary market research study, you have complete control over how it is carried out. You can tailor the entire study to fit the needs of your company.

Oftentimes, when searching for secondary research data, you may have a hard time finding information that aligns with your company, goals and objectives, and preferred target audience.

When you can execute a fully custom research study, you get to set the objectives, choose the methodology used, and choose the audience that you sample.

At the end of the study, you have data relative to your specific, targeted audience rather than the mass market to which most secondary research applies.

The Key Takeaway: Primary research offers data ownership, relevant information, and personalized targeting. These factors ensure your company receives clear, timely data for the best results.