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NPD Glossary

Market Research

Information about the firm’s customers, competitors, or markets. Information may be from secondary sources (already published and publicly available) or primary sources (from customers themselves). Market research may be qualitative in nature, or quantitative.

Read more about market research in these thought leadership papers:  We already know our customers, so why worry about market research? and Customer-Centric Innovation.

Learn more NPD definitions at the NPD Glossary.

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  2. […] Market research that has already compiled and organized.  Examples of secondary information include reports and studies by government agencies, trade associations or other businesses within your industry. […]

  3. […] Market Research information that comes directly from the source–that is, potential customers.  Firms can compile this information or hire a professional market research firm to gather it via surveys, focus groups and other methods.  Typically the primary market research follows secondary market research studies. […]