This study explores the impact of marketing research on innovation and competitiveness in Uzbekistan's entrepreneurial ecosystem. Qualitative methods like ethnographic research, interviews, and focus groups, along with quantitative surveys, were used to examine how Uzbekistan entrepreneurs use marketing research and its effects on their innovation and competitiveness. The findings highlight marketing research's crucial role in enhancing innovation and competitiveness. It helps entrepreneurs identify and respond to market opportunities, differentiate from competitors, and create innovative products/services. Understanding customer preferences, needs, and behaviors is vital for improving offerings and driving innovation. Challenges faced by entrepreneurs include limited resources and a lack of awareness about the benefits of marketing research. The study recommends increased investment in marketing research by Uzbekistan entrepreneurs to enhance competitiveness, promote innovation, and emphasizes the importance of government support and resources.