It needs to know what's working

The adult toy industry has an appetite for research. It needs to know what's working, what's not and why. The latest data from IDC shows that in 2017, global spending on adult toys was $30 billion; by 2022 it's expected to reach $34 billion. This growth is fueled by increasing demand from young adults and millennials who are interested in exploring their sexuality and exploring new ways of experiencing pleasure with their partners or solo playtimes.With this kind of money at stake it makes sense that companies would be interested in learning more about their customers' wants and needs so they can keep up with changing tastes (and stay ahead). How do they collect this information? What kind of data do they want? And how do they use it?