Develop a Hypothesis with Primary and Secondary Data, Part 2

When it comes to market segmentation research, developing a hypothesis should be done with careful consideration of secondary and primary data.

In this clip, Luke Hohmann, senior advisor at OpenView Venture Partners, gives insights on this topic at a Market Segmentation Forum hosted by OpenView. To begin, he says, first tend to the secondary data. This will give you vital additional information that will advance you toward the development of the hypothesis.

Primary data is at the core of your research and is supplemented by the secondary data. Operational data, too, has a place in the research process (but it has to be sifted through). You can take pieces of each data set and intertwine them as you see fit, on the road to forming a hypothesis.

Through your research, and by utilizing the aggregated data, you will be able to generate an accurate hypothesis for your particular needs.

Photo by: Sebastiaan ter Burg