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 55 per cent chance of success. However, the firm can conduct customer segment research, which will take a year and cost €1 million. By going through research, B&B will be able to better target potential customers and will increase the probability of success to 70 per cent. If successful, the baby powder will bring a present value profit (at time of initial selling) of €30 million. If unsuccessful, the present value payoff is only €3 million. Should the firm conduct customer segment research or go directly to market? The appropriate discount rate is 15 per cent.