I’m considering using a market research firm to help better understand my potential customer base, which will be limited to a ~100 mile geographic region.

I wanted to ask about what approach others have taken (hiring outside help vs doing the legwork yourself) when determining their potential customer base, particularly during the stage of organizing a business plan for an outside investor.

For those that did the work themselves, what resources did you utilize?

Any advice or constructive criticism is welcome. Thanks in advance