As a service of the University of Wisconsin-Whitewater College of Business and Economics, the Wisconsin Innovation Service Center (WISC) specializes in market research for informed business and invention development decisions. University student researchers investigate market trends and conduct phone interviews to develop insights that answer key questions about the market opportunity. Assessments consider level of demand, competition, drivers of buyer choices, customer profiles, industry outlook and more. Since 1980, WISC has conducted more than 8,000 custom market research projects.