This book is covering the basics of rheology and is based on knowledge gained during many years of both practical and theoretical work with rheological challenges in most industrial branches. It serves to help the reader to gain the understanding needed to plan, perform and interpret rheological measurements to study material properties at rest and during flow. This book is based on the knowledge needs expressed by more than 3000 participants taken my basic, advanced and company specific training courses. It does not require any previous knowledge in rheology. It combines easy to understand descriptions of the basic rheological concepts with the corresponding theoretical concepts. Then all concepts are applied in easy to understand studies and the resulting rheological behavior is explained. Theoretical rheology is one thing but if you can not apply it, designing measurements that really mirror the material properties you are studying, then your rheological understanding remains theoretical and your true material properties unexplored. This book helps the reader to find out which material properties are important and how to specifically measure these properties using rheological instruments.