I'm not sure this is really true. The focus of market research can be to find markets that are currently unserved. I suppose that this is still entering an exi

I'm not sure this is really true. The focus of market research can be to find markets that are currently unserved. I suppose that this is still entering an existing market since the people who comprise the market exist already exist, but it's new in the sense that this group of people collectively have a need that isn't being met. And sometimes the goal of market research is just to find one of those unserved (or underserved) markets.