Primary Research

What We Offer

Primary research involves collecting qualitative data directly through interviews with competitors and subject matter experts. Secondary research may be used to develop a baseline of knowledge from publicly available sources, but real conversations provide the most powerful information and actionable intelligence.

Our Process

  • When projects initiate, we establish a simple research plan to prioritize goals, and continue to refine the scope throughout the project lifecycle.
  • Teams put on their analysis hats on day one, and always think about what the primary data means as the intelligence is aggregated throughout the project.
  • During the course of projects, we regularly communicate with clients through email and teleconferences to share our findings, and encourage clients to reach out at any time.
  • We strive to build true partnerships with our clients and always maintain two-way communication.

The Result

The data provides timely insights about competitor-level initiatives, industry trends, and overall market dynamics. Clients can use the findings to make significant decisions about R&D, branding, commercialization strategies, marketing and sales, and other aspects of their businesses.

To learn more about primary research, please see the links below and read our case studies.

Building Competitive Advantage

Case Studies

Personal Lines Carrier Broker Support


A personal lines carrier’s broker-based sales force believed that they received less support from headquarters than was offered by competitors. As part of the client’s evaluation program, a set of benchmarks on broker support was needed.


Fletcher/CSI used primary research to interview brokers, independent agents, and company-agents at competitor organizations to determine the levels of marketing and office support available through competitive carriers.


Client reconfigured its broker support program to better match industry standards and provide brokers with higher support.

Specialty Product Market Assessment


A manufacturer of a specialty product was concerned that the long term growth in the market was slowing and that the market would become unprofitable.


Fletcher/CSI used primary research to contact industry thought leaders, competitor employees, and buyer groups. We determined that there would be some slowing in the core market; however, with price and other adjustments, adjacent markets could grow to exceed the original market in size.


The client determined that it could offer a differentiated product and pricing to expand into the adjacent markets and grow.

Biotech Internal Resource Decisions


A global biotech client needed to determine how effectively it was resourced in specific regions. There were disagreements in the executive ranks around whether the client spent more or less on commercial staff than its competitors. In order to make resourcing decisions, the client needed facts, not opinions.


Fletcher/CSI conducted hundreds of interviews globally to gain an accurate picture of the commercial resources of five major competitors. Departments profiled included brand and product management, sales, sales operations, and others. Fletcher/CSI normalized the analysis based on regional revenues for each competitor.


Client increased its headcount in specific regions in order to be competitive; in some regions where client thought it had greatest market share opportunity based on its product mix, client became headcount leader.

Cloud-Based Services Product Positioning


A global wireless provider was trying to develop and competitively position a new product/solution for cloud services. Client had little current competitive insights and needed more clarity to effectively differentiate while still meeting evolving customer needs.


Fletcher/CSI conducted mystery shops and primary research interviews with key traditional and emerging competitors to gather pricing and solution offering information, as well as perspective on the overall competitor sales processes.


Client was able to more effectively develop its product/solution, align its value proposition, and optimize its pricing, resulting in a more successful product launch.

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