Fiducia TogetherMarket research
Finding out what customers want before building it. Cheaper than finding out afterwards.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Research is primary — surveys, interviews, observation — or secondary, using existing published data.
Why it matters
Most product failures are demand failures. A few weeks of research is cheap against a year of building the wrong thing.
What it looks like in practice
Interviews beat surveys for early questions. Ask about what people have actually done, not what they would do — stated intentions are unreliable and past behaviour is not.\n\nSecondary sources: ONS, trade bodies, Companies House filings and sector reports.
What to watch out for
Asking leading questions of people who like you. Ten honest conversations with strangers are worth a hundred friendly ones.
Where to get proper advice
The ONS and your trade association, both usually free. Your local Growth Hub sometimes funds research.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.