This article, “The Analysis of Consumer Actions” by Arthur Kornhauser and Paul F. Lazarsfeld, explores the foundational need for a systematic approach in market research, distinguishing between “master” and “servant” techniques. The authors argue that while practical tools for data gathering (servant techniques) are widely discussed, the psychological analysis of action—serving as a master technique—provides the critical intellectual framework for interpreting consumer behavior. They introduce an action schema that interprets market behavior as a joint result of individual dispositions (motives and mechanisms) and situational factors, emphasizing the necessity of understanding both subjective and objective elements. The paper highlights the importance of a temporal, longitudinal perspective, tracing consumer decisions through sequential stages—a time-line revealing the evolving interplay between person and influence. Two guiding principles are presented: the need for differential explanation (specifying what aspect of behavior to explain) and the use of tentative interpretations (hypotheses to direct inquiry). Practical applications include strategies for coding and grouping data in alignment with their action schema, notably distinguishing “complementary” and “supplementary” groupings. Ultimately, the authors advocate for psychologically informed, critically interpreted market research that goes beyond mere statistical predictions to uncover the meaningful causes and contexts of consumer action.