CONDUCTING PRIMARY RESEARCH: THE INFORMATION DANCE
Secondary research can bring you through your first couple of phases of prospect screening and prioritization, but as you move further down the funnel and narrow your search, you need more precise tools.
To really get to know a company, you must do primary research. This involves getting on the phone and talking to people who deal with the company on a regular basis, and eventually to the principals themselves. As in the market research phase, I recommend “triangulating” the process to gain multiple perspectives. In this case, triangulating involves speaking to suppliers, competitors, and customers of the prospect. Once you have a sense of what people on the outside are saying, you want to speak ...
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