The Benefits of Primary Research

July 17, 2019

The Benefits of Primary Research

The Benefits of Primary Research

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:

  • This bespoke structure is indispensable to uncovering critical information about your current and potential customers. It is a direct insight into the minds of the people who contribute directly to your bottom line.

Key take-away: Primary research can be customized to the client's unique needs and priorities.

  • An advantage of primary research is the currency of the information. The needs and preferences of users of virtually every product and service are evolving at an unprecedented pace. Primary research allows you to put your finger on the pulse of society today. Not only will it give you the upper hand against competitors now but it can also provide you with a reliable basis on which to hone future strategy.

Key take-away: Primary research is in the moment.

  • Primary research allows the client to listen to the customer talk about the product/service in their own words, etc. In addition, a client is able to gauge the interest of the customer and to find out if the product will sell with the customer or not.

Key take-away: Primary research brings the client closer to the customer.

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