Fielding or data collection in market research is the process of gathering information from a targeted audience (consumers, B2B decision-makers, patients, etc.) in order to better understand their needs and wants. This can be done through a variety of methods, such as surveys, interviews, focus groups, and observation. Market researchers use this information to develop marketing, communication, or business strategies that will appeal to the target market or audience. In addition, data collected through market research can also be used to improve products and services. For example, with an improved understanding of consumer behavior companies can make necessary changes in order to better meet consumer needs. As a result, market research plays an important role in ensuring that businesses are able to prosper.