Sometimes you just don’t have the time you need to conduct the research that is necessary. Early in my career, a product manager asked me to provide a proposal to research a new product innovation that was under development. It was the end of March. I was excited by the chance to build a comprehensive research program to assess the feasibility of a product, not only new to the company but a true innovation in the industry. I wrote a proposal that included secondary research, qualitative research, and a number of step-wise quantitative studies, all culminating in an estimate of demand for the new product. The whole program would take 12-15 months, which I felt was pretty efficient considering the scope. But the product manager rejected my plan, not because of the expense, but because of the timing. You see, the product under development was already scheduled to be launched on November 2 of that same year.