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What is market research and why is it useful?

We asked market research expert, Diana Montador, what is market research, and why it it useful? As it turns out, market research is for every entrepreneur, and can be the building blocks of a successful business!

So, Diana, can you give us a bit of background into your career?

I knew I wanted to have a commercial focus, and wanted to work with tech businesses. After I graduated, I got in my car and drove to Silicon Valley, where I started my career in market research. I’ve worked with some great companies including Yahoo! and eBay, helping them understand the markets that they’re in, and their customers. After moving to the UK and continuing to work with big tech firms, I eventually moved to Scotland. Eventually, I started up my own business and now do consulting. Being a business owner has been a fabulous challenge in a very different way.

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