1.- Primary research
Posted: Mon Dec 23, 2024 8:37 am
It is what allows you to obtain first-hand information, by asking the client directly about their habits and preferences or through direct observation.
This type of research allows obtaining qualitative and quantitative information.
Qualitative information consists of unstructured data and is obtained from open-ended questions.
For example, respondents' answers to the question: What do you like most about growing your own mushrooms?
Quantitative information collects numerical data that can be analyzed statistically.
It is usually obtained with closed questions, for example, the percentage of potential buyers in a certain age range.
Primary research tools
The main ones are the survey, the personal interview and the focus group.
Direct observation is also widely used as a technique for collecting primary information.
The survey is perhaps the most common tool in primary research.
One of its advantages is its versatility: it can be done in person, by phone or online and can be adapted to any topic.
The online medium makes this technique much more economical and facilitates subsequent data analysis.
The main key to success lies in the selection and size of the sample, although good question design is also essential.
Some tools for creating online surveys are Google Forms, Survey Monkey or Typeform .
The personal interview serves to obtain information about your client's needs and motivations in an individual context.
They are often recorded on video or audio so that they can be analyzed in detail later.
They are cheaper than focus groups and the depth of information you will obtain is a plus.
The challenge is to be able to extract information from an unstructured conversation, and for this you will need a researcher skilled in this field.
Plus, you're only getting information from one person at a time, which isn't representative if you're trying to extrapolate your findings to a larger sample.
However, the point of view of a regular consumer of your product who knows it well is invaluable.
The focus group is a widely used technique for collecting information by working in a group.
It consists of gathering several people (6/15) in a room with a moderator, so that they can answer questions about the product and generate debate around it.
The main advantage of a focus group is that you often get information that would not be possible with other tools: how people feel about your product, what needs it satisfies and what it doesn't...
As disadvantages, it is usually quite expensive and is applied to very small population samples.
Some useful tips for any of these tools
Whatever technique you use, always leave room for your interlocutor's comments. Allocate time in the interview or focus group for this, or dedicate a question in your survey with space for answers. This is where you might get the most important information!
How do you get them to spend time on your research? By encouraging participation! Choose a detail email list france that fits into your budget to reward the information you are going to receive. If you hit the nail on the head and get people to like it, you might be lucky enough to have the respondents share it online. More visibility for your brand! You can also raffle off a gift among the participants.
Simplify the questionnaire or interview as much as possible so that it is easy to answer. Review your questionnaire critically to include only essential questions.
Express your gratitude for their participation. Why not send a handwritten note?
It is advisable to ask someone close to you to review your interview or focus group script or to test-run the survey. This will help you rule out possible errors and correct unclear questions or usability issues.
Another technique widely used in primary research is direct observation.
It has various applications.
For example, studying customer behaviour in the shopping area will allow us to draw conclusions about their preferences and their response to certain variables: brands, packaging, success of offers...
It is also useful for determining the best location for a new establishment or branch, if you are targeting local business.
Studying traffic and crowds at different times of day will help you decide where you will have the best chance of success.
Perhaps the most popular form of direct observation is " Mystery Shopping ": it consists of simulating a purchase to obtain all kinds of information about your competition and the purchasing process of your potential customers.
This type of research allows obtaining qualitative and quantitative information.
Qualitative information consists of unstructured data and is obtained from open-ended questions.
For example, respondents' answers to the question: What do you like most about growing your own mushrooms?
Quantitative information collects numerical data that can be analyzed statistically.
It is usually obtained with closed questions, for example, the percentage of potential buyers in a certain age range.
Primary research tools
The main ones are the survey, the personal interview and the focus group.
Direct observation is also widely used as a technique for collecting primary information.
The survey is perhaps the most common tool in primary research.
One of its advantages is its versatility: it can be done in person, by phone or online and can be adapted to any topic.
The online medium makes this technique much more economical and facilitates subsequent data analysis.
The main key to success lies in the selection and size of the sample, although good question design is also essential.
Some tools for creating online surveys are Google Forms, Survey Monkey or Typeform .
The personal interview serves to obtain information about your client's needs and motivations in an individual context.
They are often recorded on video or audio so that they can be analyzed in detail later.
They are cheaper than focus groups and the depth of information you will obtain is a plus.
The challenge is to be able to extract information from an unstructured conversation, and for this you will need a researcher skilled in this field.
Plus, you're only getting information from one person at a time, which isn't representative if you're trying to extrapolate your findings to a larger sample.
However, the point of view of a regular consumer of your product who knows it well is invaluable.
The focus group is a widely used technique for collecting information by working in a group.
It consists of gathering several people (6/15) in a room with a moderator, so that they can answer questions about the product and generate debate around it.
The main advantage of a focus group is that you often get information that would not be possible with other tools: how people feel about your product, what needs it satisfies and what it doesn't...
As disadvantages, it is usually quite expensive and is applied to very small population samples.
Some useful tips for any of these tools
Whatever technique you use, always leave room for your interlocutor's comments. Allocate time in the interview or focus group for this, or dedicate a question in your survey with space for answers. This is where you might get the most important information!
How do you get them to spend time on your research? By encouraging participation! Choose a detail email list france that fits into your budget to reward the information you are going to receive. If you hit the nail on the head and get people to like it, you might be lucky enough to have the respondents share it online. More visibility for your brand! You can also raffle off a gift among the participants.
Simplify the questionnaire or interview as much as possible so that it is easy to answer. Review your questionnaire critically to include only essential questions.
Express your gratitude for their participation. Why not send a handwritten note?
It is advisable to ask someone close to you to review your interview or focus group script or to test-run the survey. This will help you rule out possible errors and correct unclear questions or usability issues.
Another technique widely used in primary research is direct observation.
It has various applications.
For example, studying customer behaviour in the shopping area will allow us to draw conclusions about their preferences and their response to certain variables: brands, packaging, success of offers...
It is also useful for determining the best location for a new establishment or branch, if you are targeting local business.
Studying traffic and crowds at different times of day will help you decide where you will have the best chance of success.
Perhaps the most popular form of direct observation is " Mystery Shopping ": it consists of simulating a purchase to obtain all kinds of information about your competition and the purchasing process of your potential customers.