Someone once said, “If you don’t watch out, you’re liable to end up where you’re headed!” With every marketing expenditure there is always some element of uncertainty. e21 believes that in order to minimize risk factors to the fullest, clients should spend a measured amount of their marketing budget on research and planning. Focus groups, customer surveys, Web-based bulletin boards, and even pre-launch pilot programs can be implemented by e21’s specialists to preview customer response before that large investment is made. Results are carefully qualified and quantified before agency recommendations are made.