Primary Market Research

First, you tell us what you want to accomplish.

• Perhaps you’re looking to gather market data about a specific trend or situation. For example, what tools are information workers using while working at home?

• Maybe you want to learn more about a market opportunity. For example, which features or capabilities would motivate users to change unified communications or video conferencing platforms?

• Perhaps you’re seeking honest feedback from customers and prospects about your offering, your customer service, or the market at large.

Then we work together to lock down the details of the project.

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The typical primary research project includes the following:

• Participation in a project kickoff meeting

• Creation of the draft and final version of the survey or interview question set

• Programming of the online data collection engine

• Creation and release of invitation emails

• Coordination and completion of the interviews (for interview projects only)

• Review and clean-up of the raw data

• Analysis of the data to discover key findings, trends, and insights

• Creation of the project deliverables

• Presentation of the research results

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That depends on what you’re trying to achieve.

• Survey projects capture quantitative data (e.g., 65% of people prefer this or 45% of companies expect to do that). If you’re looking for statistical information to release to the public or for internal decision-making, a survey would make sense.

• Interview projects capture qualitative (meaning non-statistical) information about a topic or theme (e.g., what are your key corporate strategies for the next year, or how do you feel about this product or service.). If you’re looking for additional color or commentary about a key subject, an interview project is the way to go.

By the way – you can always do both.  Many of our Clients need both quantitative and qualitative information.  This combination gives you the best of both worlds.

A typical primary research project includes the following “for internal use only” deliverables:

• Raw Data – an XLS file containing the raw data from the research (with contact information removed).
• Top-Level Results Report – a document or PowerPoint presentation containing the top-level results from the research.
• Presentation of Findings – a one-hour video call with your team to discuss the research results and answer questions.
• Public Study – a report or video available to the public that highlights the research results.

You can also use the research data in other projects (e.g., white papers, webinars and events, video content, etc.).

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At Recon Research, we take data validity very seriously.  For example:

• We agonize over the question set to ensure that our target audience can accurately and reliably respond.

• We discard survey responses and interviews that we deem unreliable or questionable.

• We use numerous detection and prevention strategies (see list below) to identify and remove invalid responses.

We implement the above techniques (and others) to ensure that the data you receive is completely dependable – even though this dramatically increases our cost for completing the project.

Just how important are these data validity checks?  In a recent survey focused on the Impact of Covid-19 on information workers, our validity checks prompted us to delete roughly 50% of the responses.  This yielded a highly reliable data set of more than 1,500 responses.

Some research firms focus on generating the highest possible “n” value (meaning total # of responses) as this implies that the data is valid and generates more money.

At Recon Research, we provide valid data.  It’s just that simple.

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That depends on the project, the research topic, the timing of the research, and what we’re trying to achieve.

For some projects, we use our database of end-user customers, channel partners, and other industry stakeholders.  In other cases, we will leverage your database of contacts.

Sometimes we combine both data sets.

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Typically, a primary research project takes 6 – 8 weeks to complete.

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