Primary research is information you gather directly -- surveys, interviews, observing customers in a market -- while secondary research uses existing data such as industry reports, government statistics, or competitor websites; most founders need both, starting with cheap secondary research before investing time in primary research. A SWOT analysis examines a business's internal Strengths and Weaknesses alongside external Opportunities and Threats, helping you see where you have a genuine edge versus where the market itself works against you. In markets with large informal sectors, such as many across Nigeria and the rest of Africa, published statistics often understate real market size and competition, so talking directly to traders, customers, or informal-sector operators frequently reveals more accurate, actionable insight than reports alone. Defining a specific target segment -- rather than trying to serve 'everyone' -- lets you tailor your product, pricing, and marketing message to the people most likely to buy.