Pelorus

Every company needs and actually does market research. The risks are simply too great if they don’t. Your product may lack the basic features of core competitors, your price may be too high (or too low), you may be targeting the wrong markets, using ineffective sales channels, or missing the key benefits points that drive customer decisions.

The problem is that too many technology companies rely exclusively on their sales staff and other employees that quickly learn to tell the CEO what he or she wants to hear. You need cold, hard, unvarnished facts - based on multiple sources, not just a handful of trusted advisors.