What primary and secondary marketing information would you want to have  if you were planning to reinvigorate an established brand of spray starch?

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The most important primary marketing information I would want to have is any primary research—focus-group tests, customer interviews, etc.—that helps answer the question, why does the brand need re-invigoration? The question implies the brand has become stagnant, likely resulting in a drop in sales. If this is the case, then I would want to find out, through both primary and secondary research, why this is happening. Is the price too high? Has the quality slipped? Is there a competitor with a more popular product? Or is starch simply destined to become obsolete?

Depending on the answers to those questions, I would want to know more: How can we attract new customers? What are we doing wrong (and right) in marketing our product(s) to different sets of customers? How could we better utilize social media? And if the future of starch spray looks dim, how can we pivot to stay relevant in the clothing industry?

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Primary market research is research conducted by the company itself, in-house, or by a hired researched company, and secondary market research draws on data collected by others. 

There are two possible markets for spray starch, a business-to-business market of establishments that launder clothing and linens, for example, dry cleaners, and consumers who iron their own clothing and linens.  

In either case, what must be researched is the degree to which the clothing available even needs to be starched and ironed, a somewhat limited market today, I would guess.  So much is available today in wrinkle-free fabrics. 

Primary research could include surveys or focus groups to get a sufficient sampling to find out who actually uses spray starch.  Secondary data might include data collected by supermarkets and drugstores to find out which geographical locations sell the most spray starch.  This will be where the demand is, and advertising focused in those areas could persuade people to buy your brand. 

You would need to have some idea what your competition is and what its features are so you can capitalize on any advantage your product has.  This might involve primary research in the form of testing all spray starch products, and it might also involve secondary research collected by government agencies giving data of fiscal sales the industry. 

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