This document provides an overview of conducting market research to discover new product or service opportunities. It discusses key steps and techniques including defining market segments, looking for problems to solve, using qualitative and quantitative research tools, managing risks, and financial modeling. The presentation emphasizes starting with qualitative customer interviews to learn why customers think and behave a certain way, then moving to quantitative surveys and polls to gather statistically valid data in a discovery-validation cycle. It cautions that research is an iterative process without guarantees and recommends identifying risks and their potential consequences early.