There are many good resources but I would suggest starting with “Talking to Humans” by Giff Constable. This is a free PDF download (also available on Amazon) and does an excellent job of making the subject matter approachable to people who have never done primary market research before. Also see “UX for Lean Startups” by Laura Klein – despite the name, this book provides a really great overview of a variety of research techniques that we in the industry have been using for 25 years – adapted for the startup scenario.
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