What's the Value of Market Research?

There's no excuse for not incorporating customer feedback into your day to day and what you're doing when you're building products, Ete says. "What is the cost of a mistake? What is thecost of a bad decision?" he asks. He recalls working with a large c p g company that was going to launch a drinks brand in the category called tey. The name change changed their direction completely; they had go back to the drawing board after getting some naked feedback from customers.