Market Research is the act of gathering information about the market and the average consumer’s needs, preferences and behavior. With this practice, companies can better understand their target audience. This research falls under two main categories, namely primary and secondary market research. Primary research is when you collect data yourself by going directly to the target market. This may be done with several methods, including focus groups, interviews, or surveys. Secondary research is the use of previously collected data. This is mainly desktop research, using think tanks or government databases to gather information.