I believe in going out to hit the streets, even if time is limited. It's extremely dangerous to assume one know certain audience's viewpoints towards a brand. The following are examples of how I've obtained primary research:
This is research for Exclamation while I was interning at Strategic Brand Institute, Arctic Circle:
The reason for the question, ‘Do you own a Black Berry or Smartphone?', is because we were interested in launching a mobile campaign.
I've done the following research video for an entrepreneurial project in the subject Innovation and Business Management (IBM):
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