Market Research

📋 Building a Research Plan

Primary & Secondary Research Methods

Which method to reach for depending on exploration vs. validation.

~4 min read

Primary research methods

  • in-depth interviews
  • expert discussions
  • diaries or diary studies
  • observation and shadowing
  • customer journey mapping
  • ethnographic research
  • questionnaires and surveys
  • data analytics
  • usability testing
  • A/B testing
Tip

For a deeper library of methods, see 100metod (kisk.phil.muni.cz/100metod).

Secondary research methods (desk research)

  • competition analysis
  • market trend analysis
  • industry reports
  • academic journals analysis
  • literature review
  • customer reviews analysis
  • social media monitoring
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