Companies who want to grow their markets rely on market research to help determine consumer behavior and the most likely new potential marketplaces. Some companies design and conduct their own market research (primary research) while others choose to utilize data from existing market research conducted by other firms (secondary research).
Simulated Business Scenario
Vanessa is the owner of a well-known brand of handmade decorative items such as dream catchers and candle holders. The brand, Sirrah, has a reputation for designing and selling high-quality items at premium prices. Considering current economic conditions and the increasing influx of similar but inferior products from foreign suppliers, Vanessa is interested in expanding Sirrah into new markets.
Vanessa knows she needs to research various aspects of new potential marketplaces to determine customer insights and if a new market will tolerate new competition from her Sirrah brand. She is on a limited budget so, she is faced with two choices:
- Design and conduct first-hand market research which is tailored to her specific marketing needs (primary research). Much more costly to implement but much more exacting to Vanessa’s brand expansion.
- Purchase or license existing research that is available from government agencies, trade associations, and marketing research firms that sell research reports (secondary research). Less specific but much less costly.
Questions
- What are a few examples and pros and cons of primary and secondary research?
- Which research would you advise Vanessa utilize to support her market expansion?
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