Market research


Primary research

Collection of first hand data that didn’t exist before and is original.

e.g. surveys and questionnaires, face-to-face interviews, focus groups.


  • Directly focused on research objectives = fit for purpose

  • Tends to be more up-to-date than secondary research

  • Provides more detailed insights - particularly into customer views


  • Time-consuming and often costly to obtain

  • Risk of survey bias – research samples may not be representative of the population

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Secondary research

Collection of research that has been collected by someone else and is already existing.

e.g. internet, government statistics, academic applications (university studies)


  • Free and easy to obtain
  • Good source of market insight
  • Cheaper to use than primary research


  • Can quickly become out of date
  • Not always tailored to specific research needs
  • Specialist reports are often expensive
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