13. A Micro to Macro Process
An easy way to think about research is to break it down into two main chunks: micro and macro research. Micro research is internally focused, and it will help you understand who your customers are and why they buy from you. It involves analysis of your customer data and usually some primary research. Primary research is information you will need to gather on your own using tools like surveys and customer interviews. This research often consists of information gathered directly from customers, or potential customers, and will help you understand buyer needs and preferences.
Macro research is externally focused to help you understand the market, your industry, and the competitive landscape so that you can begin to ...
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