The objective of this research was to develop a market research model that contains the appropriate methodology for the structuring of projects of entrepreneurship, applied research, technological development and innovation, which will help to correct failures and reasons for rejection in projects presented in depth. undertake and SENNOVA. The Methodology used corresponds to an experimental investigation, with analytical approach of descriptive character and cross section, developed in 3 phases, test design and implementation. The result obtained was the development of the Primer for the Market Research “A simple tool” that is designed from the analysis of the projects that were presented in the Entrepreneurship Fund of the Caldas Regional, to synthesize the development of market research methodology with the basic topics that every entrepreneur should know, that expresses the issues in a simple way and with an understandable language to achieve a greater opportunity for acceptance of their projects by the evaluators and better sustainability of the same if they were approved. In conclusion, the market research model was carried out using the methodology applied to the structuring of projects, which is applicable to all types of applied research, technological development and innovation projects, through which the different training programs can be supported. teaching–learning process and provide a tool to entrepreneurs that allows them to understand and know the steps for market research in a simple way.