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Data sources
Back to glossary
Data sources
There are four main types of data sources:
Respondents: Individuals or groups who provide primary data directly through surveys, interviews, focus groups, or other engagement methods.
Analogous situations: Information drawn from situations or markets that are similar to the one under study, used to infer insights or trends.
Experimentation: Data generated through controlled testing of variables to observe effects and draw conclusions, such as A/B testing or product trials.
Secondary data: Existing data collected for other purposes but used in research, such as reports, census data, industry studies, or company records.
Understanding the appropriate data sources is critical for designing robust research, ensuring relevance, and drawing reliable conclusions.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
