On the other hand if I'm in the target market then I know quite a lot. Since I'm just another wage zombie, I actually have an advantage over some people. Fitting the model means knowing the model.
While that's certainly true, I'd hesitate against thinking you know a lot about the market even if you consider yourself part of it. Your market might be a lot more fragmented and diverse then you think -- it's still worth assuming that you'll have to learn everything about it.
I'm just wondering, have any pregnant mothers been interviewed?
About 20 or so, but their responses have been much more scattered. It's harder for them to pinpoint their problems, so we've decided to shift focus to doctors for the time being.