It doesn't cost that much, really. The salary of the guy running the lab is the largest expense by far. At a startup I worked at a few years ago, they had a lab

It doesn't cost that much, really. The salary of the guy running the lab is the largest expense by far. At a startup I worked at a few years ago, they had a lab running 40 hours a week. It would have cost about 10 times as much to have a market research company do this for us if it was even possible.