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When companies want to better focus their marketing, advertising, and product development efforts, they will contract with a market research firm to target their ideal demographic (for example, men between the ages of 40-60 who play golf), and gather information about consumers’ opinions on their product or service. You can read this article, to learn more about market research.
He is also diversifying his investment portfolio by adding a little bit of real estate. But not rental homes, because he doesn't want a second job, it's diversified small investments in a mix of properties through RealtyShares (Fundrise if you're not an accredited investor). Worth a look and he's already made investments that have performed according to plan.

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