In the age of the Internet, it is easy to take market research for granted. There is no shortage of published papers, journals, and formal analyses by experts on which to craft company strategy. The downside to the ease of access to secondary research is its tendency to discourage primary research. After all, why would an organization make the investment of time, money, and energy in primary research when all the information is out there already?
The answer is simple - customization. There is a wide variety of methods used to conduct primary research, including focus groups, in-depth interviews, bulletin boards, ethnography, usability testing, and surveys. Once a method of research is chosen, primary research holds the following benefits:
Key take-away: Primary research can be customized to the client's unique needs and priorities.
Key take-away: Primary research is in the moment.
Key take-away: Primary research brings the client closer to the customer.