Currently, crowdfunding is one of the most rational ways to test hypotheses and theories about launching new products. Any organization understands the need to launch new brands, ideas, and concepts. You can spend millions from your budget to test demand through focus group research, but it's much more effective to launch a pilot project to a small audience through crowdfunding. That way, you can test whether people are willing to pay for a particular idea or brand. This reduces the risk of failure of the product failing on the market. You can read articles by Investor Junkie; there is a lot of interesting information for newcomers.