In Testing a New Product Concept in the Definition and Test

In testing a new product concept in the definition and test concept phase of developing a new product, the company discovers that consumers want something that is not included in the product.This creates a dilemma for the company that may result in __________.

A) Doing additional research until we get consumer input that the product is acceptable in its current form.
B) Abandoning the product due to it not being feasible (too costly to implement, not technically possible)
C) Change the product no matter what the cost and retest to see if it is acceptable to the customer
D) Launch the product as is because consumers do not know what it is they want
E) None of the above