Cross check your advertising targets to see if you are effectively reaching your customers. Seek out your employees for feedback as they are closest to your customers. The library is a great source for magazines, books, and data from surveys put out by trade associations. Also direct contact with trade associations can be productive. What is learned is then applied to direct advertising.
Surveys are another primary form of research.
The most costly method of primary reserach would entail hiring a professional to work with a focus group to gather information. Whatever method is used, it is important to remember that a business owner or prospective owner should proceed with caution. Market research is a valuable tool but it cannot predict the future. With accurate data it can, however, provide direction for advertising and purchasing inventory. Also contact Wayne NBDC for assistance with market research conducted on a personal, confidential basis.