𝐒𝐭𝐨𝐫𝐲 𝐨𝐟 𝐓𝐰𝐨 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡𝐞𝐫𝐬 In the early 20th century, a global shoe company sent two researchers to Africa to study potential markets. The first researcher traveled across villages and towns, observed people walking barefoot, and quickly concluded: “No one here wears shoes. There is no market for us.” The second researcher visited the same places, saw the same reality, yet came back with a completely different report: “No one here wears shoes. This means the