Involves collecting, collating and analysing data which does not already exist ie ‘first hand’ data. It is also known as ‘field’ research. Secondary research alone is inadequate for the majority of market research objectives, which concern establishing why something is happening (ie explanatory research), and, particularly, in the case of new business start-ups investigating new possibilities (ie exploratory research). This requires first hand information on customers, their needs, and feedback on product trials, for example, in order to assess potential demand and design an appropriate marketing strategy that will maximise the business’s chances of success.