What are the main types of market research?

Within corporate market research commissions, two types of research can be undertaken; primary and secondary. Primary research is the practice of finding something new out. This includes targeting a storyline based on your message and exploring ideas that reinforce your aim that have not yet been carried out. Secondary research, also known as ‘desk’ research, is where you explore information and data that has already been carried out and use this as your basis for a campaign.

Usually it is a good idea to look at secondary research first. This provides the opportunity to discover whether your story has already been done before or if there is basis evidence for the story already. If there is not this is what encourages the primary research to be taken.

Before undertaking any research, work out whether you are in need of primary or secondary research. Though sometimes it is great to produce new data looking into a fresh topic, it can sometimes be far more beneficial to carry out research on topics that are already being spoken about and finding out new areas to explore.

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