I think startups, as they have been fashioned by the current venture capital pipeline, aren't a good place to do research. We need to redefine how people/community/customers participate in supporting the research/prototyping phase of building.
Creating a community of makers building together in an open and discoverable fashion is the first step. It first allows you to combine marketing with building, and attract community earlier, thus finding more knowledge-share, and hopefully building better products quicker.
Next, by sharing what you're building, we're able to tap into that community making along side and following your journey by using crowdfunding. Specifically continuous crowdfunding during the prototyping and research phase.
Now that you're building a company/product with your community , you can find support all along the way. Your audience is happy in sharing and support in the successes and challenges you will face.
Next when you're ready to launch a real product (after the prototyping/research phase) you should be able to sell pre-orders and crowdfund bringing these products to a mass market.
Beyond this you should be able to continue selling those items, then repeat this entire process with the community momentum, trust, and social proof you've now built up.
We're working to build that future for startups/companies/products at Baqqer. https://baqqer.com/