Marketing research drives markets, plain and simple. Proper marketing research directly influences an organization's sales and revenue. Every business starts off with the intention to offer a certain product or service in a certain way. The goal of marketing research is to determine whether or not a company is providing the best product to the largest number of consumers. Through marketing, an organization may find that their services are better suited for a different demographic or that they should provide said services in a different manner to maximize the number of consumers their services reach. If/when the proper research is done businesses can maximize profits while developing new products as well as promote their current products in the most advantageous of ways.