Windsor Co. has a new baby powder ready to market. If the firm goes directly to the market with the product, there is only a 55% chance of success. However, the firm can conduct customer segment research, which will take a year and cost $1 million. By going through research, the company will be able to better target potential customers and will increase the probability of success to 70%. If successful, the baby powder will bring a present value profit (at time of selling) of $30 million. If unsuccessful, the present value payoff is only $3 million. Should be firm conduct customer segment research or go directly to market? The appropriate discount rate is 15%. Draw a decision tree to illustrate the problem.