Xander wants to research the feasibility of opening a new store. What primary research method should he use?

To understand the feasibility of opening a new store, conducting interviews with potential customers and community members is an insightful primary research method. Interviews can provide in-depth qualitative data that reveal people's shopping preferences, behaviors, and attitudes towards a new store. This direct engagement allows Xander to gain valuable insights into the local market, potential demand, and any concerns or desires the community might have, which are critical for making informed business decisions.

In contrast, reviewing secondary research limits the understanding to existing information, which may not be specific to Xander's unique market conditions. Analyzing competitor data, while useful in assessing the competitive landscape, does not directly gather opinions or preferences from potential customers. Conducting an online survey, although beneficial, may not reach all demographics in the town if the sample isn't representative or if certain groups do not engage with online surveys as actively. Thus, interviewing community members provides a focused and rich source of information that is essential for assessing the feasibility of the new store.