In market research, what does 'primary research' typically entail?

Primary research involves the collection of new data directly from the target audience or source, specifically for a particular research project. This approach is used when there is a need to gather firsthand information that has not been previously published or analyzed. Methods of primary research include surveys, interviews, focus groups, and observations designed to address specific questions that the researchers have about consumer behaviors, preferences, or trends.

By gathering this original data, businesses can gain insights that are tailored to their specific needs, leading to more informed decision-making compared to relying solely on previously collected or secondary data. The focus on direct interaction with the target audience is what distinguishes primary research and allows businesses to understand their market dynamics more effectively.