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Why Market Research Matters

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This story appears in the March 2015 issue of Entrepreneur. Subscribe »

The first step in launching any successful should be conducting into prospective markets. Capturing and sifting through such data is Dionna McPhatter’s specialty. Before co-founding -based  firm The Strategy Collective, which builds custom platforms to better understand customers and influence business decisions, McPhatter was responsible for unearthing data insights for British -goods company RB (formerly Reckitt Benckiser) and its suite of global health and home brands, such as Airwick and Lysol. 

Randy Harris
Data maven: Dionna McPhatter.

Here, McPhatter shares how a bit of can benefit startups. 

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