If your market research is asking the questions "Do you have a need for this product?" and "Do you like the product?" then you're asking the wrong questions. Id

If your market research is asking the questions "Do you have a need for this product?" and "Do you like the product?" then you're asking the wrong questions. Ideally, you aren't mentioning your product until the very end if at all. Instead, you should be asking about the problems and how those problems are being solved today. If they aren't being solved at all, they likely aren't really a problem. If they are being solved, you need to have a clear picture of why the new solution will justify the switching costs.