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NPS The definitive guide visual 18

Unlocking Insights: A Comprehensive Guide to Primary Market Research

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In today’s evolving technological landscape, where data is abundant and increasingly relevant, primary research plays a pivotal role in uncovering the insights in the right time, i.e., the real-time. 

This research methodology is the backbone of market research. The research findings are the foundation of reliable data that enables you to make informed decisions. From unraveling customer behavior to understanding market trends, primary research methodology empowers you to delve deeper and gather data from the source. 

In this blog, we’ll dive into primary research definition, method types, when you should use it, its benefits and pitfalls, and its ethical considerations.

What is primary research?

Primary research is a methodology that helps you to collect data directly from the target subject matter. Primary research is not dependent on previously collected data. Thus, here researchers “own” the data. Primary research is only carried out to address a particular problem that requires in-depth analysis. There are two forms of research methodology; primary and secondary research. 

Primary research can be carried out by businesses or organizations by themselves or can get another third party to conduct the primary research on their behalf. The biggest advantage of primary research is that this kind of research is “pinpointed”, i.e., the research is focused on a specific issue or problem. The focus of such research is solution-oriented.

An example of primary research: 

Suppose a brand wants to launch a new model of laptop. Let’s say the brand is looking forward to researching the visuals and the features of the laptop model they are planning to introduce. Researchers of the brand can select a sample that consists of qualified respondents whose interests resemble the target population. 

They can then conduct primary research and study the opinions of the sample. On the basis of  this research, the brand can plan and come up with solutions and make necessary changes in the features of the laptop to be launched.

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4 Types of primary research methods with examples

The most valuable thing in this technology-driven world is meaningful data. All businesses need   data that is highly validated in order to make informed decisions about their brand. This is the reason why companies are motivated to gather authentic data first-hand on their own rather than rely on secondary data that may be altered. 

We have highlighted some of the main methods along with examples of primary research types used by businesses and organizations to collect primary data:

1. Interviews (telephonic or face-to-face): 

Interviewing people of interest is one of the most common practices in qualitative research. This includes carrying out an in-depth personal interview, either face-to-face or through online    mediums, with one respondent at a time. This is a conversational method of gathering data, and it invites the researcher with an opportunity to engage the respondent.

  • The advantage of an interview is that it gives you an opportunity to gather detailed and precise insights about people’s beliefs, motivations, and experiences.
  • It helps the researcher to create a roadmap on how the respondent’s behaviors are a manifestation of their beliefs and which beliefs affect which behaviors. If the researcher has experience in asking relevant questions, it can help them collect accurate data. 

Interviews may last up to an hour or two, depending upon how detailed and specific the researcher wants the data to be. (It is recommended to conduct in-depth interviews face to face because it gives the researcher an opportunity to tap into the unspoken words such as the tonality, body language, and micro-expressions of the respondents.)

Example: A cosmetic company use interviews as a research method to understand the preference of potential customers related to their line of skincare products. They can either use phone surveys or mobile-offline surveys to conduct interviews and gather data. 

Survey software like Voxco equips you with an integrated platform that allows you to gather interview data using both channels and facilitate data analysis. 

2. Online surveys: 

The second primary research methodology, online surveys, includes a set of structured questions that respondents complete through the Internet. This is generally done by filling a form. 

Online surveys are becoming increasingly popular because it is an apt way to reach out to the participants, it is less time-consuming, and are also cost-effective as compared to traditional paper-and-pencil surveys. The data collected can also be stored in the database and be used for later evaluations by experts.

Sometimes to increase the response rates on surveys, businesses offer incentives to respondents for participating in online surveys. These incentives include gift cards, discount coupons, free airline miles, etc. Research studies that include rewards for participants are a win-win situation for both parties involved as you get valuable data for their market research, while respondents also stand a chance to receive a reward for their time. 

Online survey questions can include close-ended or open-ended questions. An effective practice is to use the questions that will yield the most insightful results. The questions should also be easier for the respondents to understand and answer. 

A common example of an online survey is NPS. Net Promoter Score survey usually includes both close-ended and open-ended questions to gather the most information in fewer questions. 

Example: A movie hall can use NPS surveys to gather customer feedback and the likelihood of a recommendation. They can send the survey to the customer’s registered mobile numbers or email addresses after a movie screening to gauge their satisfaction. 

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3. Focus groups: 

Another commonly used method in primary research is a focus group. In this method, data is usually conducted once a researcher includes a limited number of consumers (usually ranging from 6 to 10) from the target market and forms a group. 

The main aim of this method is to answer questions relating to the “why,” “what,” and “how” of participants’ behaviors. A trained moderator leads a discussion lasting 30-90 minutes. 

The moderator then develops 12-14 questions that will be shared with the group members to elicit responses from the respondents. The moderator’s task is to hear the responses and engage respondents for any other specifications required while answering the questions.

One advantage of a focus group is that it is not necessary to interact with the group in person anymore. You can send an online survey on the participant’s preferred devices. 

However, a limitation of focus groups is that they are time-consuming and costly. This method is usually most useful when a brand is launching a new product/service and needs comprehensive insight from the target audience. 

Example: A fashion company can organize a focus group to explore their perception of an advertisement campaign. They can use mobile-offline surveys to gather quantitative data from the participants. 

4. Observations: 

The observation performed in primary research is not direct. The researcher and the consumer do not interact directly. The researcher simply observes the reactions and behaviors of the customers and notes them down for further use. 

When it comes to recording reactions, trained observers are hired for the same. Companies can also use cameras to do the same. Observations are made in a situation that is predetermined by the researchers. 

Example: If a smartphone brand wants to see how customers react to its products in a showroom, observers may be hired to note the same. The observers can use the recorded observations to evaluate and draw inferences about the customers.

Software like Voxco provides you with mobile-offline survey tools that enable you to record data on mobile devices, even in the absence of the Internet. You can leverage the tool to conduct field observation and efficiently gather data.

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How To Conduct Primary Research?

When it comes to gaining firsthand insights and information, there’s no substitute for primary research. Whether you’re a student working on an academic project, a business professional looking to understand market trends, or a curious individual eager to explore a particular topic, conducting primary research is a valuable skill to possess. In this guide, we’ll walk you through the essential steps involved in the process.

Step 1: Identify The Method Of Primary Research

The first and crucial step in conducting primary research is identifying the method that aligns with your research objectives. Primary research involves the collection of data directly from its source, and there are various methods to choose from, such as surveys, interviews, observations, or experiments. Consider the nature of your research question and choose the method that will yield the most relevant and insightful data.

Step 2: Select Your Respondents

Once you’ve determined the method, the next step is to identify and select your respondents. These are the individuals or groups who will provide the data you need for your research. Consider factors such as demographics, expertise, and relevance to your research topic. Ensure that your sample is representative of the population you are studying to enhance the validity and generalizability of your findings.

Step 3: Intimating Your Participants

After selecting your respondents, it’s crucial to establish clear communication with them. Inform them about the purpose of your research, the methodology you’ll be using, and the expected time commitment. Obtain informed consent to ensure ethical research practices. Whether through written communication, emails, or in-person meetings, transparency in the research process builds trust with your participants and enhances the quality of the data you collect.

Step 4: Result Analysis

Once you’ve gathered your data, the final step is to analyze the results. This involves organizing, interpreting, and drawing conclusions from the collected information. Use statistical tools, qualitative analysis methods, or a combination of both, depending on the nature of your data. Look for patterns, trends, and correlations that can help answer your research question. Present your findings in a clear and concise manner, supported by relevant visuals such as charts or graphs.

Advantages of primary research

Here are some advantages of primary research methodology to help you understand its importance in the research world. 

1. Data collected is unfiltered: 

The most important advantage of primary research is that the data collected is accurate and unfiltered. The data is not diluted. Primary research can also be modified to best suit the requirements and needs of the organizations. 

2. It allows direct engagement with the subject matter:

This research type enables you to interact and engage directly with the participants. Be it an online survey, phone interview, or offline survey, it involves a hands-on approach allowing you to immerse in the research process. 

You can gather firsthand insights that might not be available through other channels and actively collect and analyze data. 

3. It focuses on the problem at hand: 

Primary research focuses on the main problem, and attention is only given to the subject matter. This allows researchers to do an in-depth analysis of the issue and study all the options related to the same. 

4. It provides evidence for informed decision-making:

This research methodology plays a crucial role in gathering empirical data. It enables you to gather data directly from the subject matter and remove intuition which helps you make informed decisions. 

5. Collected data can be controlled: 

Primary research also gives researchers the means to control the collection and use of the data. It is in the hands of businesses or organizations collecting data to use the data at its best capacity to attain meaningful insights.

6. It is time-tested: 

Researchers can rely on the results obtained by primary research because it is time-tested in nature.

Disadvantages of primary research

1. Expensive: 

The major disadvantage of primary research is the costs that come with it. It is an expensive method and requires a huge sum of money depending upon the method of primary research used. All businesses or organizations may not have the means to spend large amounts of money for it. 

2. Time-consuming: 

Since primary research involves hands-on data collection directly, it can be quite time-consuming. Researchers have to conduct interviews or send and receive online surveys firsthand, and this can be exhaustive. It requires investing time and being patient for the whole process of the research. The evaluation of the results and the application of the findings in reference to business practices will require additional time. 

3. May not be enough: 

In some cases, the problem at hand may require the use of more than one method, and it may increase the cost and time required to complete the research.

4. Hawthorne effect:

This phenomenon is known as reported vs. actual behavior. Participants often report their behavior in a more positive way. They may alter their behavior or feedback when they know they are being studied. For example, people may report smoking less than their actual behavior. 

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Primary vs secondary market research

Navigating market research requires a clear understanding of primary and secondary research distinctions, each offering unique insights. The choice depends on your study’s goals. Let’s explore their characteristics to guide your decisions.

Aspect 

Primary Research

Secondary Research

Definition

Original data collected directly from the source.  

Utilizes existing data collected by someone else. 

Nature of Data

Firsthand information tailored to specific objectives.

Previously gathered data that may not be targeted. 

Data Collection Method.

Surveys, interviews, observations, experiments, etc.

Literature reviews, market reports, databases, etc.

Cost and Time

Generally more time-consuming and expensive.

Typically faster and more cost-effective. 

Customization

Highly customizable to specific research needs. 

Limited customization as data is pre-existing.

Control over Variables

Researchers have control over variables and data quality.

Limited control as data is collected by others. 

Freshness of Data

Provides the most current and relevant information.

May have a time lag and be less current.   

Objectivity

Researchers can ensure objectivity and accuracy.          

Relies on the objectivity and accuracy of the source.

Examples

Conducting surveys to gather feedback from customers. 

Analyzing industry reports or using census data.

Use Cases

Useful when specific and targeted insights are required.

Good for gaining a broad understanding of a topic.

Risks and Challenges

Potential biases from researcher’s influence.   

Relies on the quality and reliability of existing data.

Ethical Considerations

Requires obtaining informed consent from participants.

Ethical concerns may arise if data sources are not clear.

 

What are the ethical considerations in primary research?

In primary research methodology, ethical considerations are of utmost importance. Integrity, respect, and responsibility towards the participants are significant in all types of research. Ensuring and upholding these considerations enhance the trustworthiness of the research and improve the survey experience for the participants. 

Here are some key ethical considerations: 

  1. It’s fundamental to obtain informed consent from participants. You must clearly explain the purpose, risks, and procedure of the research so your participants fully understand the research and voluntarily agree to participate. 
  2. The research must protect the confidentiality of the respondents and ensure that the collected data remain anonymous. You must allow respondents to opt for anonymous surveys preventing identification and reducing risk to their privacy. 
  3. The survey software should implement robust data security to protect participants’ data from unauthorized access or theft.

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Conclusion

All research is conducted with a purpose in mind. Primary research is generally conducted by companies in order to stay informed about the changes in the market conditions. It is also conducted to gauge the perceptions of consumers. All businesses have a key objective to maximize customer satisfaction (CSAT). 

Organizations that are customer-centric know the importance of providing above satisfactory products and customers. This increases customer loyalty, and decreases dissatisfaction. Primary research helps organizations to collect data and analyze it in order to find detailed results and conclusions. With the use of this information, organizations can make educated decisions regarding their practices.

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