Initiating a project idea is the hardest part of project development because it can have a lot of consequences on what happens to the company if the project was worth pursuing or not. Marketing research plays a massive role because with the data they provide we can see if the product market sector, depending on what the product, will be growing or shrinking in the coming years. Is it growing with a lot of big name competitors trying to get in or is it shrinking with people abandoning the sector. What’s the competition likes? Can we take them on head to head? All questions that marketing research can provide better insight on. If the project goes through but no one buys it then the company will lose money and face financial trouble. A lot of factors will come into play when trying to initiate a new product idea. To sell a worth wild idea, you going to be able to back it up with data and research that shows that this product market is going to boom in the coming years or we can take on the current competition in the product market.