Theory on Market Research Many businesses are Product Orientated. This means that they design and make a product, and then try and convince consumers to buy it. Business can also be “Market Orientated”. This is where they try to find out what consumers want before making the final product. Finding out about what consumers want and need, and what makes them buy, is called “Market Research”. Businesses which are mainly product orientated risk spending a large amount of resources launching a product which proves to be a failure. Researching the market helps reduce this risk. It should focus res