There are times innovation emerges from a lab before the market has even been defined. When that happens, the market must be identified and mapped through iterative steps. This book is a practical playbook for researchers and founders navigating that process, from defining your first market hypothesis to estimating your market size, to collecting and analyzing your own data to find product-market fit. Building on the award-winning first edition, this second edition adds new frameworks for using AI responsibly in research, managing bias in data analysis, harnessing the importance of storytelling and building the continuous research mindset that emerging technologies demand.