Discussion Question: 1. Compare the advantages and disadvantages of primary versus secondary data collection. 2. How did ChotuKool conducted research (collected primary data) about the needs of potential consumers? What were the techniques they used? 3. How did the company benefit from this bottom-up (consumer-centric) approach in collecting data? What were the advantages of the techniques they used as opposed to most overused techniques such as distributing questionnaires? Accordingly, what did they find out about consumer needs? How did co-creation happen? 4. Do you think that the functional aspects are what the consumers value the most while deciding about products and services or there can be other motivating factors? Try to think critically and discuss with lots of examples