Seen as structured information utilised for decision making, market studies raise human problems within the company which sometimes render difficult the transposition of conclusions into effective decisions. The search for better utilisation of available studies leads to examining : the attitude of executives responsible for decision making on market studies; - the inspirational conduct of studies. The problems evoked surpass the market study framework. The introduction of computers into firms encounters the same difficulties. Over and beyond study techniques or those of structuring information for taking action, it is the human problem of decision - making which remains to be solved in order to ensure the practical effectiveness of studies. On their side, market study specialists must begin by studying their client's behaviour in view of adapting products to their needs.