Plotting the Death of Primary Research

Since the beginning of market research in the early 1900’s, companies have been trying to understand the needs of their customers, find ways of improving their products, and validate new ideas before spending large amounts of money developing them.

To serve these needs, companies employed market researchers — both internally at their companies and externally via agencies, to help them find the answers to these questions. Those market researchers would use a mix of data sources and techniques — sometimes using secondary research (existing data and answers), but…