Slattery’s have always been a customer led business, talking and listening to customers is the only form of market research that Slattery’s carry out. They listen, change and then alter from customer suggestions. The staff who work in the frontline are constantly talking to customers and they relay this information to John so that the business can constantly evolve and change. In my opinion the primary research that John is using (focus groups) is very effective, we can see that by looking at the years he has been in the industry and he is still going.
Slattery’s doesn’t carry secondary research in order to make the business successful, they only carry primary research methods which are focus groups, in my opinion secondary research methods can be very effective in your business but John doesn’t do it which can be an disadvantage in front of other competitors that do  carry secondary market research.
John uses focus groups so he gets qualitative data, he receives qualitative data is by listening to customers’ needs and the other way he gets his qualitative data are rarely questionnaires. For quantitative data John only gives surveys to people to complete from time to time while they are having their lunch or break in Masons Dining Room. John doesn’t find the quantitative data as effective as the qualitative one, he prefers to listen to his customers thoughts and feelings instead of seeing numbers and not detailed answers, this is how he ended where he is today with the help of his customers.