Primary research

Primary research is original context obtained by interviews, focus groups, questionnaires and covert/overt observation etcetera. It is an excellent way of gathering new information.
Within the creative media industry, primary research would be carried out through contacting the right sources, therefore making sure the new information is accurate.

Depending on the situation and what particular information required for media production then primary, first-hand research can be very insightful and beneficial because it comes from a place where you can get a real understanding and an insight into the reality of the information you’re receiving.
However, it’s best to work in secondary information hand in hand with primary because you will therefore have numerous sources with backed up reliability.

Advantages:  
– Accurate & new information
– Unknown to anybody else

Disadvantages:
– Costly
– Takes time 
– Perhaps in situations such as interviews, people are likely to exaggerate informationprimary-vs-secondary-market-research1

Examples:
1) Pocahontas lost its love duet “If I Never Knew You” (save for an end credits version) because kids found it too boring; it was later animated and reinserted into the film for its 10th anniversary DVD. Several critics felt it significantly improved the film. Ironically, “If I Never Knew You” was reinserted because so many Disney fans fell in love with it and called it one of Disney’s very best love songs.

2) Scott Pilgrim vs. The World was another positive example – the original ending to the film had Scott ending up with Knives as Ramona left on her own. After exposing it to test audiences, the ending was changed to its current form. Edgar Wright, Bryan Lee O’Malley, and most of the actors have all testified to being more satisfied with the new ending.

Additionally, when the film script was being written, the last volume of the graphic novel hadn’t been finished yet. When Bryan Lee O’Malley, the original writer, decided to have a happier ending than he originally planned, they also changed the film’s ending to match.

 

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