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How can market research help us to make the best decisions when we are going to start a business venture? Or when we are going to launch a new product or a new product line? What are the steps and procedures we must follow to conduct a market research and make it useful and satisfactory? How do I develop all this study if I am not a specialist? The author of this text presents us with a practical manual that, unlike the typical extensive treatises on the subject, guides us in a direct and concise way in the application of this technique, seeking that the investment that we are going to make has all the possible information of the demand and the consumer to whom we are addressing. And as expected, he presents real case studies of Peruvian companies such as: MegaPlaza, La Moradita, Tambo+, among others.