Knowledge engineering is an area of computing used in organizations as a strategy to conserve essential knowledge and use it strategically. This article shows how market research manages to use knowledge engineering as a fundamental tool in its search for useful and highly relevant information that allows identifying what its clients think, and expertly guide their efforts. To this end, this article characterizes the case of research on technology acceptance models of mobile learning within the Metropolitan Technological Institute. Through a Market Research study using Knowledge Engineering tools, the Main factors of acceptance of mobile learning in university students, these factors were: autonomy in learning, perceived self-efficacy, perceived easiness of use, instructor training and perceived usefulness. Among the main contributions of the research is to show how the techniques and tools of Knowledge Engineering go beyond the field of artificial intelligence and have become nowadays a mechanism that allows acquiring the expertise of the participants of a knowledge project. The proper use of these techniques helps the projects to achieve better results by identifying the owner and type of information required, to apply the appropriate instrument for obtaining it.