Consumer research is the process of gathering data on a individuals and their relations to a market. This includes information on the current and potential customers, as well as the competitive landscape of the market.
This involves collecting data from the source (i.e. consumers) such as conducting surveys or focus groups. It can be very targeted, useful, time consuming, labor-intensive, and expensive.
This involves using data that has already been collected (e.g. statistics or market research reports). Because you do not control how or what data is collected, there may be times where you cannot find the exact type of information you want from secondary sources.
This guide focuses on secondary research sources.