Elise has completed a review of data her department has collected. The team contacted potential customers through phone interviews, online surveys, and focus groups. Elise is disappointed because the results strongly indicate the product idea she helped develop is unlikely to be popular. What should Elise do?

A) Proceed with product development because the opinions of experienced marketing managers often turn out to be more accurate than marketing research.

B) Accept the research results and reevaluate the proposed product.

C) Continue developing the product, but try to find ways to reduce production costs.

D) Put the product on temporary hold, throw out the results of the research, and design and conduct a new study.