What type of data is typically more reliable for specific marketing insights?

Primary data is typically considered more reliable for specific marketing insights because it is collected directly from the source for a specific purpose. This type of data is tailored to address the particular research questions and objectives of a marketing study. Researchers have control over the data collection methods, ensuring that the information is accurate, relevant, and up-to-date.

Primary data provides firsthand insights that reflect the actual behaviors, preferences, and attitudes of consumers, which is critical for making informed marketing decisions. Examples of primary data include surveys, interviews, and focus groups designed specifically to gather information related to a product or market.

This reliability contrasts with secondary data, which consists of previously collected information that might not directly address the current research needs. While secondary data can be useful for gaining insights or shaping hypotheses, it may not accurately reflect the latest trends or the specific context of a current marketing initiative.