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MARKETING

I Can't Afford Formal Market Research

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When Karen Scott got started in the mail-order baby products business, she put together her own focus group -- using the local newspaper. After clipping 250 birth announcements, Scott contacted the new moms. She sent them surveys and conducted phone interviews, asking what products young mothers sought. Based on the responses, Scott added more travel products at her company, Chelsea & Scott, in Lake Bluff, Ill. Ten years later travel products are still top sellers at the $28 million business.

Last updated: Jul 1, 1997




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