Market research is important as it enables an organization to offer products or services that are highly focused and well targeted. Market research helps to identify opportunities and minimise risks. Marketing research plays a vital role in our economy. and Market research helps me identify opportunities – If I'm planning to operate a new service and want to know the preconceived attitudes people have then market research can help, not only in evaluating the potential for a new idea, but also by identify the areas where a marketing message needs to honed.