Primary research is new and unique research designed for a specific goal. There are two categories of primary research — qualitative and quantitative. Both measure attitudes, opinions, and behaviors, but each serves a particular purpose in the market research mix.
Quantitative Research
This method generates measurable data that can be turned into statistics and used to identify trends and patterns. Typically, quantitative questioning focuses on pre-set answers, such as multiple choice, rating, and scale options. The goal is to get precise data that will allow for statistical conclusions, which we then use in conjunction with other methods to give you a full picture of where your business stands and where it should be headed. Our quantitative research capabilities range from simple multiple choice surveys to the general population or your current customers to more complex multimedia surveys that incorporate video and photos to a targeted demographic.
Qualitative Research
Where quantitative research provides a defined set of data points, qualitative research goes deeper into the “Why?” to get specific feedback on a particular topic. This process delves into the thoughts, opinions, reasons, and motivations of your target market to give you a greater understanding of their wants and needs. Qualitative research usually involves smaller groups and is less structured to allow for flexible and exploratory questioning. Our qualitative research methods include virtual focus groups and one-on-one interviews.
We are constantly evolving our approach to include innovative new ways to gain insights. Primary research is just one piece of the puzzle we utilize to get you the answers necessary to make the best possible decisions for your business.