---
title: "Discussion on \"The Reassurance Shopping Trap: Why Most Market Research is Just Confirmation Bias\" | Hashnode"
description: "Discussion on \"The Reassurance Shopping Trap: Why Most Market Research is Just Confirmation Bias\". The statistic is repeated so often it has become a startup cliché: sixty-eight percent of startup failures are caused by building something nobody wants. It is a tidy, comfortable explanation. It sugg"
url: "https://hashnode.com/posts/the-reassurance-shopping-trap-why-most-market-research-is-just-confirmation-bias/6a37fc954c5da1629ebd9f0f"
---

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# [The Reassurance Shopping Trap: Why Most Market Research is Just Confirmation Bias](https://ideascanner-io.hashnode.dev/the-reassurance-shopping-trap-why-most-market-research-is-just-confirmation-bias?utm_source=hashnode&utm_medium=feed)

The statistic is repeated so often it has become a startup cliché: sixty-eight percent of startup failures are caused by building something nobody wants. It is a tidy, comfortable explanation. It sugg

Jun 21 · 7 min read · ideascanner-io.hashnode.dev  
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-   [#founder-mindset](https://hashnode.com/tag/founder-mindset)

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