About the utility of marketing research Hello everyone, this time I am going to talk about the marketing research and its utility within the society, more specifically private and public compenies. As you know, I am working as business consultant for a marketing research firm, but sometimes I find it difficult to express the advantages and utilities of the marketing research projects with my clients, because they do not trust on the methodology or would rather undertake a "trail and error" approach. Anyway, marketing research projects has a proven validity of business decisions, but its profitability would not fit for all types of companies and situations to the extent that marketing research projects are somewhat expensive, so it is necessary that the problem under consideration involves a big investment so the marketing research project could be justified.