If you think market research is expensive, try ignoring it. That lesson will cost you much more.

Let me tell you a story.

A manufacturing company once approached us as they were preparing to launch a new technology into the European market. It was a market they had been in for a long time, where they were a significant player, with subsidiaries in multiple countries worldwide. They wanted to enter a new segment in their own backyard and invest €2.5 million in a new production line.

A comprehensive market research study across several EU countries, costing just 2% of their planned investment, seemed too expensive to them. They believed their long-term business experience and their "gut feeling" for the market were enough—they didn’t need to spend that kind of money on market research…

The rest is history. They are now gradually writing off €2.5 million as a loss.

Could it have worked out? Sure. Sometimes, gut feeling pays off. But is it worth gambling that it will work out for your company? Can you afford to take that risk?

Play it safe—do the research. Best do it with Vantage s.r.o.! 😉

Because life isn’t a cartoon—taking risks only pays off sometimes. And unless you own a crystal ball, there’s no way to predict if this time will be your lucky one.