Conducting Primary Research
Collect original data directly from your target market
Your Progress
Section 2 of 5What is Primary Research?
Primary research is data you collect yourself, directly from your target market. You design the research, recruit participants, and gather original insights no one else has.
Unlike secondary research (using existing data), primary research gives you answers to your specific questions about your specific market.
5 Primary Research Methods
Customer Interviews
One-on-one conversations to understand market needs, pain points, and willingness to pay.
Market Surveys
Structured questionnaires sent to many people to quantify market trends and preferences.
Focus Groups
Facilitated group discussions with 6-10 people from your target market to explore reactions and ideas.
Field Experiments
Test your product or concept in real market conditions to measure actual behavior and demand.
Observational Research
Watch how customers behave in natural settings to understand real behavior vs stated preferences.
Build a Market Survey
Market Survey Builder
Select your survey goal to see recommended questions.
Market Interview Questions
Market Interview Guide
Market Discovery Interviews
Goal: Understand the market, pain points, and opportunities
Tell me about your role and what you are responsible for?
Why ask this: Context setting
What are the biggest challenges you face with [topic]?
Why ask this: Identify pain points
Walk me through how you currently handle [problem]?
Why ask this: Understand current solutions
What have you tried in the past? What worked and what did not?
Why ask this: Learn from history
If you could wave a magic wand, what would the perfect solution look like?
Why ask this: Uncover desires
Who else experiences this problem? How do they handle it?
Why ask this: Market size signal
How to Recruit Participants
1. Define Your Target
Who exactly do you need to talk to? Be specific: job title, company size, industry, behavior.
2. Find Them Where They Are
LinkedIn, industry forums, online communities, professional networks, customer lists.
3. Offer Incentives
Gift cards ($50-100 for 30min), product credits, early access, or donations to charity on their behalf.
4. Make It Easy
Simple scheduling, flexible times, remote options. The easier you make it, the better response rate.
Talk to Customers, Not Friends
The biggest mistake in primary research is talking to people who want to be nice to you. Friends and family will not give you honest feedback. Talk to real potential customers who have no reason to lie.
Key Takeaways
- •Primary research is data you collect yourself directly from your target market.
- •5 methods: customer interviews, market surveys, focus groups, field experiments, observational research.
- •Define your target precisely, find them where they are, offer incentives, make participation easy.
- •Talk to real potential customers, not friends or family who will not give honest feedback.