A reliable data foundation is the cornerstone of sound management decisions. Market research serves as a vital source of data and insights on customers, competitors, and markets. This book provides a concise and easily understandable guide for practitioners from SMEs, founders, and startups—regardless of industry—on the key aspects of conducting a market research study.

Scientifically validated principles of data collection and analysis are presented pragmatically. This enables decision-makers in small and medium-sized enterprises to gain a quick yet thorough understanding of quantitative surveys and qualitative group discussions. From precise research questions to actionable data interpretation, this guide covers it all.

Artificial intelligence is integrated throughout the entire market research process presented in this book. It shows how established tools, such as ChatGPT, can be applied effectively across all stages, from developing research questions to data analysis and interpretation. Practical examples demonstrate how AI enhances efficiency and depth of insight while complementing sound methodological thinking. A dedicated section also addresses the opportunities and limitations of AI, ensuring a balanced and practice-oriented perspective.

Thomas Dobbelstein is a market researcher and a professor at the Baden-Württemberg Cooperative State University (Germany) and Honorary Professor at the Durban University of Technology (South Africa). As the head of the market research institute Customer Research 42, he has many years of experience in over 150 market research projects and advises various companies as a board or supervisory board member.

Wibke Heidig is a professor of marketing at Albstadt-Sigmaringen University (Germany) and Honorary Research Professor at the Durban University of Technology (South Africa), specializing in consumer behavior, brand management, and market research. Previously, she worked as a project manager for market research and consulting projects at a Swiss research center. In her current market research initiatives with companies, she employs a comprehensive array of methodologies and provides expert counsel on brand management and employer branding strategies.