Which type of research is focused on the customer, using tools like email surveys?

The correct answer is primary research, which is focused directly on collecting data from customers or potential customers through various methods. One common approach in primary research is utilizing tools like email surveys, which allow businesses to gather firsthand information directly from their target audience. This type of research aims to obtain specific insights about customer preferences, behaviors, and opinions, ensuring that the data is relevant and tailored to the particular needs of the organization.

Primary research stands out because it provides original data that has not been previously collected or analyzed, giving businesses fresh insights that can be used to inform marketing strategies, product development, and customer service improvements. In contrast, secondary research involves analyzing existing data collected by others, such as reports or studies, which doesn't specifically target the current needs or conditions of the business's customer base. While qualitative research focuses more on understanding the underlying reasons and motivations behind customer behaviors, it is a subset of primary research that emphasizes depth over breadth. Market research is a broader term that encompasses both primary and secondary research methods used to understand market dynamics and consumer behavior.