1. Market research helps non-profits understand their constituents, effectively target marketing and fundraising, anticipate issues, clarify strategy and branding, and gain a competitive advantage. 2. The research process involves understanding why research is needed, designing the method, conducting primary and secondary research, analyzing and interpreting data, and championing recommendations. 3. A case study showed this process helped a museum increase membership 20% by changing exhibits and events based on insights from research.