The organization could use various tools and techniques to conduct primary research most effectively and efficiently (Hughes, 2018). One helpful tool is online surveys, which are cost-effective, easy to administer, and can reach many respondents (Hughes, 2018). The organization could also conduct focus groups to gather more detailed and nuanced feedback from more minor participants (Hughes, 2018). Additionally, the organization could use social media listening tools to monitor online conversations and gather insights about consumer preferences and behaviors (Hughes, 2018)