The article presents the role of marketing research in forming relations with consumers. The attitude of a company towards consumers and to relations with consumers is reflected in its structure and organization of action. What becomes the basis for strategies undertaken and their possible changes is marketing research due to which companies acquire valuable information about, among others, purchasers' preferences and needs, competition action, opinions about products/services. Moreover, marketing research may be a particular warning signal, which informs about the competition undertaking various actions in order to acquire consumers and form relations with them. Marketing research may lead to companies gaining an informative advantage which may transform into a competitive advantage when the information is used properly.