Research entrepreneurs do for the marketing subsection of the business plan will be with customers and potential customers. This is where you will show how you are going to fit into the market structure. It is imperative that you do sufficient customer research to convince potential investors that customers will indeed come flocking to buy your product or service. Customer research can include talking with potential customers to get reactions to the product idea, conducting focus groups, undertaking walk-up or mailed surveys, putting up a mock demonstration of the concept and soliciting customer feedback, and so on. Creativity in finding ways to get honest customer input about products and services is imperative. You need to be neutral and factual as you collect data.