Design thinking resource
The direct collection of original, current data for a specific research purpose or project.
Primary research is conducted directly by a researcher or organisation rather than relying on existing sources. The methods used depend on the research question and the kind of data needed.
Direct engagement through interviews, surveys, observation, focus groups or experiments produces information that is current, relevant and specific to the project.
Because the research is created for a defined purpose, questions, participants and methods can be selected to address the challenge closely. The approach can also adapt as evidence reveals new priorities.
This control supports data quality and can uncover detail and nuance that secondary research may miss. It also means the researcher must take responsibility for accuracy, ethics, confidentiality and appropriate interpretation.
Interviews provide depth, surveys can reach larger groups and observation reveals behaviour in context. Focus groups make collective perspectives visible, while experiments test the effect of changing particular variables.
Online analytics can also provide original behavioural evidence in fields such as marketing and web design. Combining methods allows one source to extend or challenge another.
Put the method to work
Ask individuals or small groups structured, semi-structured or open questions.
Gather comparable responses from a larger sample in person, by phone or online.
Watch people or events directly in their natural setting.
Explore opinions and group dynamics through facilitated discussion with a small, diverse group.
Manipulate variables and observe effects in laboratory or natural settings.
Use original digital behaviour and traffic data to understand how people interact with an experience.
Why it matters
Collect evidence designed around the precise research question or objective.
Develop an account that reflects the present context rather than historical conditions alone.
Define the sample, method and process used to produce the evidence.
Reveal detailed experiences and nuances that existing sources may not contain.
Adapt questions and methods as understanding develops.
Retain appropriate control over proprietary data, its use and dissemination.
Continue exploring
Place this method back within the broader 5E Design Thinking Framework and continue developing your understanding.