While it’s clear that the success of your business stems in large part from a good idea, conducting market research is an essential step in your project’s strategic planning and validation.

That’s especially true today as search engines (the de facto tool when searching the web) can bring up a wide range of incomplete, outdated or even erroneous data.

In addition, and as tempting as it may seem, investing heavily in R&D to develop your competitive advantage will not guarantee that your innovation will find buyers if you only have a partial understanding of the target market and customers or of the commercial, technological, legal and socio-political risks that you might be faced with.