Investors would like to see revenue. Market research drives sales and revenue
For example, Richard Langevin resurrected a floundering startup, investing heavily in market research to understand the company's markets and target customers to steer selling; leading to a rapid and dramatic increase in sales and revenue. He achieved these results with the same products, the same employees, the same market conditions, and the same competitors.
How did he do it? Mr. Langevin:
Mr. Grabowski relates another, similar case study; then uses Richard's success and other data to create a new method, the Marketing/Engineering Investment Ratio™ (M/E Ratio™), to guide both startups and established companies. The surprising, counterintuitive evidence shows that successful technology-based enterprises invest more in market research than in engineering