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Market Research as the AnswerFor the First time:But…In reality:Understanding of customer needs improved dramatically.Reliable customer profiles could be built at a scalable national level.Prototype testing became a viable, scalable option.Product organizations could make product decisions on facts, not opinions.It takes 4 to 12 weeks to get results to one iteration.A simple study can run in the $10s of thousands of dollarsCan be easily manipulated to tell you what you want to hearDiscipline is a victim to the rigidity of statistical significanceonly large organizations with extensive resources consistently and effectively use it.

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