January 17, 2024

What is Primary Research? Why is it Critical to Tech Leaders?

Primary research is a research method that relies on direct data collection, rather than on data that has already been collected. In other words, primary research is unique research that you undertake yourself, firsthand, as opposed to using data that has already been collected, which is known as secondary research. Primary research is most often used in qualitative research, particularly in survey methodology, focus groups, and targeted interviews. It is especially helpful if a company needs to collect highly specific data about its competitors that is not publicly available. It can also be used to supplement or strengthen existing secondary research. How to Conduct Primary Research The process of conducting primary research can be summarized in four steps:
  1. Define your research objectives and questions. What are you trying to learn from your research? What specific questions do you want to answer?
  2. Choose your research methods and tools. How will you collect your data? What are the best methods and tools for your research objectives and questions? Examples of primary research methods and tools include surveys, interviews, focus groups, observational studies, and user testing.
  3. Collect and analyze your data. How will you recruit and engage your participants? How will you ensure the quality and validity of your data? How will you interpret and present your findings?
  4. Apply your insights to your product strategy. How will you use your research insights to inform your product decisions? How will you communicate your research results to your stakeholders and customers?
Why Primary Research is Important for Technology Industries Primary research is a valuable skill for product managers, marketers, and designers in the technology industry. It can help them gain a deeper understanding of their customers, competitors, and market trends, and use that knowledge to gain a true competitive advantage. Some of the benefits of primary research for technology industries are:
  • Identifying customer needs and preferences.
  • Evaluating market opportunities and risks.
  • Analyzing competitors and differentiators. Primary research can help you understand your competitors’ actual strengths and weaknesses.
  • Testing and validating product ideas and features.
Examples of Primary Research in Technology Industries Here are some examples of primary research topics in technology industries:
  • Pricing/Packaging Studies
  • Feature/Function validation, comparisons
  • Battle Cards
  • Product Demonstrations, Sales Experience
  • Win-Loss interviews and analysis
  • Go-to-Market Strategy
  • Voice of Customer interviews
  • Channel & Partners Programs
  • Staffing & Delivery Models
  • Market Sizing
  • Total Cost of Ownership
Conclusion Primary research is a powerful tool for product managers, marketers, and designers in the technology industry. It enables them to collect and analyze data that is relevant and specific to their product and market, and use that data to create better products and solutions. Primary research can also help them gain a competitive edge and achieve their business goals. To learn more about Primary Research, reach out to Mark Gigliotti at mark_gigliotti@fletchercsi.com.
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