This document discusses market research and identifying customer needs. It defines market research as planning, collecting, and analyzing data relevant to marketing decisions. Market research should be done to improve decision making, identify problems, focus on retaining customers, and understand market changes. The key steps of market research are defining the problem, developing a plan, collecting data, analyzing it, and reporting findings. Identifying customer needs is crucial because customers will not buy products or services they do not need. The document then outlines 10 methods for identifying customer needs such as analyzing existing data, interviewing stakeholders, mapping customer journeys, conducting surveys, analyzing competition, and recording customer feedback.