Primary research usually costs more and often takes longer to conduct than secondary research, but it gives conclusive results. Secondary research is a type of research that has already been compiled, gathered, organized and published by others. It includes reports and studies by government agencies, trade associations or other businesses in your industry.

Primary market research is useful when testing and validating a product or service idea. For example, if you plan to introduce a new diet food into the market, conducting primary market research will help you determine and measure consumer demand.

March 3, 2025 - For instance, Drive Research creates syndicated reports such as our Cannabis Consumer Report for dispensaries or marketing agencies to uncover cannabis user insights without commissioning a custom study on their own. Primary research can either be quantitative or qualitative or a hybrid of both.

The most suitable method will depend on the questions you want to answer and the problem you’re trying to solve. The most common primary market research methods are interviews, surveys, focus groups and observations.

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

November 13, 2025 - Observational research can be gathered with tools like cameras and biofeedback systems for live subjects or eye-tracking software and heat maps to observe online behaviors. However you collect it, make sure that the subjects are your target demographic. Social listening is a great way to conduct primary market research because it utilizes real people’s conversations and comments in the “real” world.

1 week ago - Interviews are a common type of primary market research that can be either in-depth or as simple as asking a question. An example of an interview in market research is when a business calls a current customer to ask how they are enjoying a product they recently purchased.

June 15, 2025 - 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.

March 27, 2025 - Last but certainly not least, LEGO uses market research to promote inclusivity for all children to play with its toys. Over the years, LEGO has primarily been a boy-oriented toy company. However, LEGO didn’t want to limit itself to only cater to one gender.

September 23, 2025 - Existing sources can save you a lot of time and energy, but the information might not be as specific to your audience as you’d like. Use it to answer questions that are both general and quantifiable, like industry trends, demographics, and household incomes. Check online or start with our list of market research resources.

January 19, 2023 - Primary research can be carried out in a number of different ways, for example surveys, questionnaires, focus groups or observations.

November 1, 2023 - Market research reports will be another useful resource. The next step is to understand your potential customers’ needs, as well as their socioeconomic and geographic circumstances. Primary research and customer surveys are the best ways to obtain this information. Begin by participating in specialized forums, Facebook groups or other social media channels. For example, if you are launching an online clothing store, you can use Google Forms, Google Surveys or TypeForm to conduct an online survey that targets specific customer segments.

April 3, 2023 - Primary market research is original research carried out when a company needs timely, specific data about something that affects its success or potential longevity.

January 20, 2025 - Primary market research means you ... can still be valuable. Examples include published market studies, white papers, analyst reports, customer emails, and customer surveys/feedback....

April 16, 2024 - Organizations and businesses can make use of this method, especially to identify niche markets to learn about a specific group of consumers. 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.

May 9, 2024 - 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.

April 3, 2024 - Secondary market research has already been gathered and can be used where relevant. Reports and surveys by other businesses or government agencies are a form of secondary market research. Primary market research is carried out by you with your customers or clients, so it is more focused on your direct business.

This case study demonstrates just how much primary market research can move the needle when it comes to message testing. Wynter results from Databook’s updated positioning testing · Another excellent example of primary research at work comes from the pharmaceuticals world.

Methods like surveys, interviews, and observational research offer valuable insights into consumer behavior, market trends, and opportunities, helping businesses make informed strategic decisions.

July 16, 2025 - Example: Testing a prototype before launching it to the public. Read more: How to Conduct a Market Research Survey? Some of the common primary market research methods are as follows: