VideoBack in school you may recall that not doing your homework was a sure way to get yourself into trouble. The same is true with industrial marketing. If you choose to roll out any kind of industrial marketing activity and have not done your homework the result will not be good. That homework is market research.

Take a minute to watch the breathtakingly incompetent Smith and Jones have their encounter with Mr. Foley and you will see firsthand the danger of taking the R out of R&D. To paraphrase, if you think market research is expensive, try market ignorance.

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