If part one is designed to provide you with a methodology to perform the type of market research that actually means something, then part two is about providing you the tools you need to fill in the blanks with data on your industry and competitors.
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You already know why you need to do market research so I’ll skip past answering “why”. The “How” is a lot murkier. That’s because market research is usually performed by large companies who hire market research companies. But, we can’t afford the time it takes to do that, and we definitely can’t afford the hefty price tag.