Herramienta Guía de Investigación de Mercados para MiPymes: Una mirada al sector en Paraguay 2021-2022

The problem addressed by this research focuses on the informality of micro, small and medium-sized enterprises (MSMEs) in Paraguay. Many of them are started because of an immediacy to generate income, without doing previous market research, which threatens their success and sustainability in the long term, so it is intended to raise awareness about the need to conduct market research.Therefore, the objective is to present a guiding tool to carry out market research in order to contribute to the formalization, success and sustainability of an initial or ongoing enterprise.The methodology included an exploratory and descriptive study, using a bibliographic research that included scientific articles, books, technical reports and other sources of information.The findings reveal a high level of informality in the sector due to complex regulations, lack of management skills, scarce experience and previous market studies, as well as an absence of trained personnel.It is therefore concluded that the main reasons for business failure in Paraguay are lack of planning, technical skills, market studies and managerial experience. Market research is presented as a crucial tool for discovering commercial potential, knowing the competition and understanding customers.The key contribution of this research is the presentation of a guiding tool to equip entrepreneurs with the skills and knowledge needed to conduct effective market research and make informed decisions. This can drive business formalization and growth, contributing to sustainable economic development in Paraguay and improving the overall welfare of society. The connection between business informality and market research stands out as essential to address current challenges and create new opportunities for Paraguayan MSMEs.