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The article reports that market and public opinion research has been around for a long time, but it remains underutilized in business communication and public relations. Research can help to develop programs with confidence. It can help ensure that the right audience is addressed. Research can help position new entities and reposition others. Sophisticated research techniques can help stake out advocacy turf and grow favorable public opinion, manage long-term strategic issues and influence behavior on everything from health care to education, from farm aid to financial services, from the energy of high technology to the high technology of energy from smoking to obesity. Research can provide the insight needed to evaluate and respond to ever-changing client demands. The essence of good research is to listen to what audiences are saying, understand what they are thinking and anticipate what they have in mind.