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What is Primary Research?

Primary Research is the process of gathering information directly from individuals who have access to it. Unlike secondary research, primary research does not focus on published information. Primary research sources could include competitor employees and former employees, competitor vendors and suppliers, competitor clients and customers, etc.

While primary research can address questions about past and current activity, the goal is to learn about what the competitor is going to do; 'what are the intentions and plans of the company?' This is the reason why Primary Research Competitive Intelligence is the only way to really know what your competitor, and therefore the market, is going to do next.