What type of market research involves collecting fresh data from potential customers?

The type of market research that involves collecting fresh data directly from potential customers is known as primary research. This approach focuses on gathering new information that has not previously been collected, allowing businesses to understand current customer preferences, behaviors, and attitudes. Primary research methods include surveys, interviews, focus groups, and observations, which provide firsthand insights directly relevant to the specific research objectives.

This method is particularly valuable because it targets the most relevant audience—potential customers—ensuring that the data collected is tailored to the needs and context of the inquiry. By using primary research, companies can obtain specific and actionable insights that secondary research, which relies on existing data, may not adequately capture.