People often bring up the story of how Steve Jobs launched the iPod as an innovative product that the world didn't know it couldn't live without, as "evidence" that we should just launch things we *believe* the market would love. Or they use the quote from Henry Ford, and I paraphrase here: "If I had asked what people wanted, they would've told me 'faster horses' instead of 'car' which they didn't know anything about."

...but in the reality of entrepreneurship, it mostly doesn't work like this. Market research makes it more likely that a product/service/program will do better when it launches. Why? Because you're partnering with the market to create something they really want.

This is a Q&A segment from my course on market research: www.georgekao.com/CORE

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