Will the Product Sell? As translational researchers move into the development of novel devices, they must be clear on whether the technology will solve an actual problem, meet a need in an actual market, and do it better and ideally cheaper than what exists now. They must also determine whether the device can be manufactured in a reliable, repeatable, and cost-effective manner, and understand who will use it, how they will use it, who will buy it, and at what price.