This paper explores the role and importance of market research, with a particular focus on its significance for entrepreneurs. The study analyses key concepts, methods, and processes of market research, including definition and types of research, collection of primary and secondary data, and processing and analysis of gathered information. Market research is presented as a crucial tool for understanding consumer needs, identifying market opportunities, and making informed business decisions. The paper also considers the challenges faced by small entrepreneurs in conducting market research, such as limited resources and expertise. The empirical part of the work focuses on a case study of the creative agency Adverta, analysing their approach to market research in planning a new music festival. Through this example, the paper illustrates how small entrepreneurs can adapt market research methodologies to their specific needs and resources. The conclusions of the paper emphasize the critical importance of continuous and systematic market research for the success of small businesses, pointing out opportunities for improving market research practices in the context of small enterprises. The work contributes to understanding the practical application of theoretical market research concepts in the real business environment of small entrepreneurs. Additionally, by analysing available resources and adapting the research methodology, small entrepreneurs can achieve a competitive advantage despite limited financial resources. Furthermore, the importance of continuously monitoring market trends is emphasized to ensure the relevance of decisions made. In conclusion, market research is essential for minimizing risks and ensuring long-term business success.