Market research spans many different forms and methodologies, but it has one simple purpose: to help businesses and organisations make better decisions by helping them better understand their customers and market(s). This simple guide will give you a quick overview of the main methodologies, and help you to avoid the common pitfalls many organisations make in research.

The Marketing Mix also known as the 7Ps have long been written about and applied to many marketing strategies, however a marketing strategy that consists of; product, place, price, promotion, physical evidence, people and processes lacks one thing, primary research.