Primary Research

There is no debate that primary research can be extremely useful. When used properly. (Very frequently, I believe that it makes sense to do some secondary research to see what is already published first saving time and money.) There’s a really thought-provoking post at Brandshift today called The perils of market research. Johnnie Moore discusses some of the downfalls, including the wrong reasons to do primary research.

My favorite line is “How weird that the nearest some marketing teams get to customers is to observe them from behind the safety of a one-way mirror in a focus group facility.” Scary stuff.