This book offers a history of market research in Colombia between 1960 and 2006, identifying the evolution and changes in the organizational, professional, methodological and theoretical aspects of this field, based on the experience of Napoleon Franco Armenta, one of the most recognized entrepreneurs in the study of the consumer. Since 2004, the four authors (two of them professors of business history and two of marketing) have carried out an interdisciplinary research project of which this is their second book. This work allows us to know, through the trajectory of an entrepreneur from the second half of the 20th century, central aspects of the international and national context around marketing, business activity, the evolution of Colombian consumer behavior, market research methodologies and public opinion polls. Among other things, it shows how the idea that without market research, there is no spread and evolved in Colombia. For this reason, it is useful for professors and university students of management, marketing, business history, economics, psychology, industrial engineering and political science. Also for professionals who work in the marketing field.