There are extremes to approaches to Market Research - at one end a quick snapshot qualitative capture, at the other, lengthy quantitative assessment following a myriad of processes. An input from Market Research is highly recommended by Marketing Decisions for it is surprising how many organisations feel confidently that they are on track whereas their customers or prospects may have a very different view. There are few customers who would be disappointed to find that their critical suppliers were asking their views on critical issues, trends, perceptions etc. When this is captured in more than just an anecdotal manner the impact it can bring is significant. Marketing Strategy can be built on powerful feedback from the Market and Customers and Marketing decisions will advise the best approach based on many experiences of Research conducted worldwide.