Why is it helpful to approach the marketing research process from a \"backward” approach? How can this backward approach lead to more useful research findings? Solution Backward approach in marketing design helps to analyse each stage properly and determines what comes after it. This will also give more control over realistic market picture rather than just historical data analysis. This gives more sensitive information from the end users and can work backward to integrate the necessary things more precisely.The backward approach will help the researchers to design the outcome more better so that they can define the problem statement more precisely. The backward approach avoids the usual glitches in research as it has more control over the end outcomes and can guide the researcher with more rational support. This will also reduce the overall time taken for data interpretation and give better control over classification of relevenat information and creating value added insights.Thys backward approach will help to guide the research forward and it is all about what it is required and what they need from the study so that routemap will be clear for all data collection sampling and processing..