In the preceding chapters, the actors in financial services and insurance markets as well as the financial services products traded there (Chap. 3 ) and subsequently theoretical foundations of insurance demand (Chap. 4 ) have been presented. A concrete understanding of these markets, the private customers operating there, and the impact of the marketing activities carried out in the markets and with the customers then requires empirical studies and thus the application of marketing research and its methods. The most important aspects of marketing research are to be presented in three sub-chapters: First, the conceptual foundations are created and the research areas and tasks of marketing research are briefly introduced (Sect. 5.1). Subsequently, the most important methods of data collection (Sect. 5.2) and data evaluation (Sect. 5.3) are described. The presentation of marketing research is deliberately kept short, as the methods and procedures in the insurance sector hardly differ from those in other industries—this rather applies to the content and objects of investigation (Sect. 5.4). The minor industry-specific features do not change the fact that the process and methods of marketing research are indispensable in academic marketing education: