Coordinating advancement functions of units and divisions accustomed to independent operation and discretionary budgets isn't easy. Market research can help bridge those divides. And at a time of limited financial resources, institutions are eager to make smart choices with their marketing dollars. Market research can cut through misperceptions and help institutions understand what works. Building a brand in the absence of market research is like igniting wet wood without the benefit of matches. It can be done, but not easily and not quickly. This article discusses how colleges and universities are using market research to inform and execute their strategic plans.