Most people are taught that market research means guessing whether an idea has legs. Igor argues that guessing is the fastest way to get it wrong. In this episode, he breaks down why market research isn't gambling, why you should always start with the who instead of the what, and why the most profitable markets are the irrational ones — the people so desperate to solve a problem they can't sleep at night. From men wanting their ex back to a legendary four-word question that sold a relationship offer for years, Igor shows how understanding exactly who you're selling to changes everything.

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