Right now you can't afford to spend money and be wrong. Yet at the same time you need to make sure that whatever spend goes a long way. Use your money well, ask clear questions, and get real clear good human actionable toward ROI answers- and then don't stop there. Take that data, those customers, those people that want X out of your product and use them as part of your marketing and PR materials. It makes for a good story on the how and why you need to be around.