This article is about the responsibilities that market research takes on. Market research and research in general are done so researchers can figure out a way that will ultimately benefit society. Whether it is mental illnesses or the inability to do something because of a challenge, market research can help. This ties in with being ethical. People have the power to do things for good. In this article, they focus on the positive side and improving people's lives. They say that they are obligated to do this. If people don't like something about the world, they have no right to complain because there is an option. That option is do something about it and conduct research to find something new and better. This will improve and make a difference in the world.