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dripgrind comments on Rationality Market Research - Less Wrong
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I did use all of those reasons to justify why I thought I should do it beforehand. But I have noticed myself repeating those reasons to make myself feel more justified. (Also possible that my primary motivation in doing so in the first place was the social-skill development one)
In any case, I think your recommendations for how to proceed are good ones.
Another idea - if you can't find someone skilled in market research to do this for you at a discount or free, read a textbook about how to assess potential new brands to help with designing the survey.