Market Research - Start up - Small Event Planning Business

As the owner of a small event planning business, I am looking for help with market research. In particular, I need help targeting and understanding the local community. Consumer preferences are the key area of interest for data collection, and I am unsure as to whether or not I need help collecting all new data or if I have some existing data that needs to be included in the research. I am hiring someone with expertise to help me understand the details of this market and make sure my business is successful.