Testing is not an inherent part of our philosophy or process. Dan Pallotta said it first: Real leaders don’t do focus groups. We think focus groups are partially responsible for the sheer volume of mediocre products lining the shelves of a store near you. People have no idea what they want. That said — if market research is crucial for getting buy in from the powers that be, we can guide you through a process that will make sure the data you’re collecting won’t steer you in the wrong direction.