B&B has a new baby powder ready to market. If the firm goes directly to the market with the product, there is only a $60$ percent chance of success. However, the firm can conduct customer segment research, which will take a year and cost $$550,000.$ By going through research, B&B will be able to better target potential customers and will increase the probability of success to $75$ percent. If successful, the baby powder will bring a present value profit $($at time of initial selling$)$ of $$26$ million. If unsuccessful, the present value profit is only $$4\mathrm{.}2$ million. Should the firm conduct customer research or go directly to market? The discount rate is $12$ percent.