As a consumer, your opinion is important to companies before they introduce a new product or service to the market. Paying to have a consumer fill out surveys is a much more cost effective way to perform research, as the company cannot afford to introduce a new product or service that nobody will buy.
It is well worth it for a company to pay a consumer to fill out a survey, participate in an online focus group, or pay to watch a new movie trailer and give their opinion. This way they will get consumer opinions, good or bad, before they put any money into production.
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