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This essay sheds light on what is market research, demystifies how to conduct market research, delineates the benefits of companies conducting market research, and expounds upon the problems with companies not conducting market research. Succinctly stated, market research is deemed to be the process of ascertaining the market viability of producing a new product or new service to be released in the market. When conducting market research, the market viability of producing a new product to be released in the market is discovered based on the evidence-based research findings that are derived from the prospective customers of a new product. Companies conduct market research to not only ascertain the market viability of producing a new product to be released in the market, but to also identify their target market and discover how product prototypes can be ameliorated. It is possible for one product to have ample product prototypes if the product has a prolonged product development process. Discerningly knowing how to improve product prototypes can render new products at a higher probability to have successful product launches if companies ameliorate their new products prior to the advent of them being released in the market. Companies can conduct market research in-house or can outsource the undertaking of conducting market research to a market research firm. Market research firms specialize in conducting market research on behalf of their clients. Market research is conducted to inform decision-making. By meticulously ascertaining the market viability of producing a new product to be released in the market, companies are a lower probability to have unsuccessful product launches when their new products are released in the market. Market research can be conducted with relative ease. A researcher can conduct market research by leveraging primary research methods to garner data.