Market research not only definitive

Market research is a critical element in any marketing campaign to sell a product or service, but is most vital before the launch and even development. If the market doesn't want a particular product, then why even develop it? The problem of course is that it's difficult to know in advance what people want or don't want when it's not a concrete reality to them. Would people in the 1970s tell a researcher that they wanted a rock for a pet? Probably not. Yet for a short time, pet rocks were a very popular craze. Sometimes you have to go with your gut, though trying to minimize risk of losing money.