The Complete Guide to Market Research is designed to help researchers stay firmly grounded in the fundamentals at a time when the industry is shifting faster than ever. As new tools, methodologies, and AI-driven workflows emerge, these basics are the anchor that keeps teams confident, consistent, and in control. This guide gives you the clarity and structure you need to navigate that rapidly changing ecosystem with real understanding, not guesswork.
To complement that foundation, this edition also includes The State of AI in Market Research 2025. Based on data from more than 250 researchers worldwide, this bonus report reveals how AI is truly being used today, where it’s delivering value, and where traditional processes still dominate. Together, the guide and the AI report offer both the stability of timeless research principles and an unfiltered look at how the modern workflow is evolving.
What you'll get from this guide
- Choose the right research method for any question.
- Master essential sampling, weighting, and fieldwork principles.
- Apply best practices for analysis, modeling, and segmentation.
- See how AI is reshaping open-end analysis.
- Understand where automation helps and where workflows stay manual.
- Get a realistic view of what AI can and can’t do.
More about this guide
The guide distills the essential principles every researcher needs, giving you a clear, practical foundation to stay confident in a rapidly evolving industry. It also includes the latest findings from The State of AI in Market Research 2025, offering a grounded view of how AI is actually being used today, where it’s accelerating workflows, and where traditional methods still matter.
Trusted by 2,900+ research teams worldwide
Get started today
