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7 min

What are primary research companies and how do they work?

An article on the meaning and functions of primary research companies

Sep 11, 2022
B2B market research
B2C market research

The meaning of primary research companies

Primary research companies work with clients on a wide variety of projects. They provide data analysis and reporting, as well as advice about methodology. Primary research is an important part of the process of getting answers to questions you have. This type of research is generally conducted yourself or by primary research companies. Questions could be about your customers, your brand’s image, or any other topic you want to study in-depth. The data gathered in primary research can be of two types: exploratory and specific. Exploratory primary research is general and can involve interviews with a pool of respondents. On the other hand, specific primary research aims to solve a problem that was found in the exploratory phase of the project. For instance, GrapeData recently helped Oxford's research team conduct an exploratory research on cybersecurity trends across workplaces. For an in-depth read, check our latest blog post here.

Purpose of primary research companies

Primary research is, in the simplest terms, a way to find out more about your customers. Additionally, it also gathers information about the market you serve. It’s an effective way to get answers to questions about what people think or do, who they are and why they behave as they do. Primary research helps you understand trends in your industry and competition, which can be helpful for planning future marketing efforts.

It’s also an important part of developing a strategy and evaluating the success of your marketing campaigns. Primary research helps you determine what types of customers are most interested in your products or services, and how they use them. This research can also tell you what kinds of benefits customers receive from using your products.


Primary research companies can take on a variety of methodologies for research purposes. Some methodologies used in primary research include interviews, surveys, and focus groups. 

When you're looking for a primary research company, it's important to understand the methodology of their work. This means asking questions like:

  • What exactly is their sample size? How many people did they interview?
  • How did they conduct these interviews? Was it by phone, email, or face-to-face?
  • What was the response rate of their survey (that is, how many people actually responded to their request)?

Additionally, if a company is conducting primary research, it’s important to know where its respondents are located. If they’re only surveying people in one area of the country or world, this could skew their findings.

Data analysis

Data analysis is the process of examining and interpreting data. It's an important part of primary research, as it helps the researcher identify trends in their findings. Data analysis can be performed using a variety of software tools, including Business Intelligence (BI software), and online survey platforms. Moreover, data analysis can also be performed using statistical software like SPSS or R.

The term "data analysis" can also refer to what's called "data mining," which involves extracting useful information from large datasets by analysing them with algorithms. In this context, data mining is sometimes considered controversial. This is because it requires looking at people's private information in order to discover patterns that might not be available through traditional methods. Some examples of traditional methods include surveys or interviews (e.g., by analysing your phone records).


Reporting is the process by which primary research companies deliver the fruits of their labor to you. The purpose of reporting is to ensure that clients have access to information that can help them make better decisions. This might be in the form of a formal report, or it might be a simple email summarising some findings. Both are valid ways for your company to communicate with you about what they've uncovered during the research process.

You'll also want to consider how reports are delivered, as well as their format and formatting style (e.g., bullet points vs paragraphs). Of course, there are many other factors at play here—but we'll get into those later on!

To receive reports from primary research companies effectively, we recommend scheduling them ahead of time so that there's always something new coming through your inbox when you need it most. Additionally, never forget that not all data reports need to be read right away; some may require several days' worth of digestion before being utilised into usable insights. Therefore, don't be disheartened if things get pushed aside until tomorrow's meeting!

Other factors to consider include the turnaround time in which the report is generated.

Primary research companies are a good way to get answers to your questions

Primary research is a great way to get answers to your questions. It's more reliable, cost-effective, and flexible than other methods of market analysis.

The best thing about primary research is that it allows you to explore ideas with people who are interested in what you're selling. This gives you a better chance of finding out what makes them tick. Additionally, it also helps to understand why they do what they do. It also helps you avoid being misled by secondary sources like market reports or industry studies. Secondary sources can often be based on incorrect assumptions and incomplete data sets based on outdated methods of data collection.

There is a primary research company for just about any industry that requires information on areas such as demographics, trends, and consumer preferences

There is a primary research company for just about any industry and any geography. For example, there are companies that specialise in collecting data from individuals within a specific age range or location. These types of companies can also help you determine which products people prefer to buy.

Primary research firms will work with large datasets to provide you with valuable insights into your business or organisation. You can use these insights to make strategic decisions based on the information provided by these firms. In addition to helping with making strategic decisions, primary research firms also help create marketing strategies by providing specific feedback from consumers about their products or services.

Big data companies typically partner with both primary and secondary research companies to get the information they need

Big data companies typically partner with both primary and secondary research companies to get the information they need. Primary research companies can help big data firms understand current trends in the market, while secondary research companies provide a glimpse of future opportunities or potential problems that could arise. Both types of research are important in helping big data companies understand their markets, but it is critical for these businesses to have a mix of both types of data in order to make accurate predictions about what customers will want in the future.

The biggest difference between primary and secondary research companies is the source of their data. 

The biggest difference between primary and secondary research companies is how the data is collected. Primary research relies entirely on first-hand information, while secondary research uses information that has already been collected and published.

Primary markets are more expensive than secondary markets, but they can also be much faster and more comprehensive because they allow you to collect data directly from your target audience. The results of a primary study can give you insight into how people really think and feel about certain products or services, which is helpful in making strategic decisions for your company.

For example, if a company wants to know whether consumers are willing to pay $100 for a product it's planning to manufacture before investing any time or money in developing it further (i.e., making sure it's worth producing), it would conduct a survey among potential customers instead of just looking at what similar products have sold for in the past on Amazon or eBay (which would be considered secondary research). For more information on secondary research, check this article by Qualtrics.

Primary research companies provide valuable information for many different industries

Primary research companies provide valuable information for many different industries. They can help you understand more about your own customers, or they can provide insight into a new market that you’re interested in entering. In order to do this, primary research companies survey people directly and then analyse their responses.

There are several different types of primary research companies, including:

  • Market research firms: These firms conduct surveys in order to learn more about consumer preferences and habits. The main focus is on gathering data on demographics, trends, consumer preferences, etc., but it also helps marketing managers develop strategies that allow them to effectively reach their target audience with their message.
  • Media measurement firms: These companies are interested in learning how consumers respond to various media outlets such as TV shows or radio stations based on what kind of programming they offer (i.e., drama vs comedy), who hosts the show (i.e., male vs female host), etc.

They also look at whether or not viewers are watching commercials during the show, which can help advertisers create more effective ad campaigns.

These companies also conduct surveys to learn about public opinion on various political issues. They may focus on gathering data from an entire country or region, or they may focus on a specific demographic such as males between the ages of 18-35 years old.


Primary research is a great way to find answers to your questions. The methodology for primary research is very similar to secondary research, but it involves conducting interviews and focus groups with individuals or organizations who are directly involved in the topic you’re researching. This can help you get more accurate results because the participants have direct experience with what they’re talking about instead of relying on second-hand information from other people or books written by experts in the field.

Drop us a line at sales@grape-data.com to know more about primary research companies.