customer needs and wants

Yes. It must be customer$-$focused in order to find the real problem that the firm should address.

You explain to Dara and Lisa that in order to explore real customer needs and wants, you want to look at the data they currently have.

Dara

Since we don't have a research team, the only data we currently have is from web traffic data, purchase records, and online customer reviews. What type of data is this?

Secondary data

Observation data

Primary data

Historical data