Conduct Primary Market Research
8 weeks · 0 milestones
Design and execute original market research using real participants — a minimum of 15 structured consumer interviews plus a survey with at least 50 respondents — and synthesise the findings into a research report that identifies distinct market segments, key purchase drivers, and unmet needs. Proof is the research report plus the interview guides, showing real participant responses rather than fabricated data. A practitioner with marketing or consumer research experience must review the report and confirm the methodology is sound and the insights non-trivial.
Milestone map
Milestone map
3 milestones
Define a specific research question that can be answered through primary data. Choose a method (survey, depth interviews, or mixed), design the full data collection instrument, and pilot it with three or more people from the intended sample. Document every change made after piloting and why.
Proof required
Submit: a research plan document covering research question, method justification, sampling strategy, and sample size rationale; the pilot-tested instrument (survey or interview guide) showing the pre-pilot and post-pilot versions; and a pilot log documenting the changes made and the reason for each.
What gets checked
- Research question is specific and testable — 'why do customers churn in month 3?' passes; 'understand customer behaviour' fails
- Sample size is justified for the chosen method — not an arbitrary number
- Pilot changes are documented: at least two questions were revised based on confusion, ambiguity, or leading phrasing