Market research involves the systematic collection and analysis of data about target markets, competitors, and the business environment. It aims to increase understanding through both secondary research like desk research and primary research by directly collecting data from respondents. With increasingly competitive markets, market research provides valuable insights to help organizations of all sizes make better decisions by understanding customer wants and needs. Effective market research identifies relevant information to formulate marketing policies and campaigns, evaluate strategies, and enable forecasting through statistical analysis and consumer opinions.