According to the Harvard Business School around 30,000 new consumer products are launched annually. 80% of them fail because firms neglect to do basic research, segmentation, targeting and positioning. Research can save you from the misery of wasting time and money on products destined to fail. Rather than build expensive prototypes, concepts enable you to convey product ideas for research purposes. Concepts can be used to help you raise early stage investment, develop advertising campaigns and win new business.