This article, originally published by Paul F. Lazarsfeld in 1932, explores the integration of psychological methods into market research, centering on the work of the Wirtschaftspsychologische Forschungsstelle Wien. Lazarsfeld distinguishes between two key contributions of psychology to market analysis: establishing general laws governing needs satisfaction, and developing methods to uncover the psychological essentials of specific markets. The article argues that, while the former task remains out of reach, the latter is effectively addressed through systematic surveys documenting consumers’ “buying biographies.” Utilizing statistical analysis of behavioral data, Lazarsfeld demonstrates how such inquiry techniques identify the psychological factors influencing purchasing decisions, illustrated through comparative studies of shoe and clothing retail. The discussion extends to the practical implications for product perception, salesperson training, and targeted advertising strategies. The Vienna projects thereby augment traditional market analysis by incorporating new consumer traits and promoting rapid response to consumption trends, deepening the understanding of environmental influences and the theory of needs within the field of psychological market research.