To Sum Up

Developing a program without undertaking any market research is like launching a submarine without a periscope. The independent facts you establish through market research provide the direction and substance to your business case. Drawing up a questionnaire and putting it to a valid number of respondents is more a matter of common sense and sweat than money and genius. Finding out what your chances are before you risk losing serious money is probably the most useful thing you can do to ensure that your effort is not wasted.

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