The main objective of this paper is to undertake a diagnosis of the market research the different areas at Universidad EAFIT have carried out during the last five years. We also intend to identify weather these studies have followed the research methodologies as well as the purpose of the results obtained. A conceptual review of the topic was made for the development of the study together with a series of semi-structured interviews to different representatives of the university areas. The use of such market research as a source of information for the adoption of strategic decisions, establishing if they really happen, how they are carried out and the way these are socialized to the rest of the institution, were the main topics of these interviews. The fieldwork findings showed that most representatives of these areas validate their decision-making in the information. However, it also became evident that the way it is obtained does not comply, in most cases, with orthodox research methods, and that there is no communication between the areas to socialize the results unless the researcher identifies a particular interest of one of them in the study. Finally, the diagnose will help to adopt a methodology that can be applied to the internal market researches of the University. This will make it possible to find relevant information according to the requirements, generate knowledge and innovation through organized, effective and efficient processes in order to accomplish the institutional objectives represented in the thematic subjects.