The engineers want quantitative, accurate information to make a decision, but the marketers want to move quickly and not wait for accurate information. The marketers often believe that they know the market and that they should dictate the direction for the project without any concern for the technical aspects. The product designers are willing to take risks in design; the engineers want as little risk as possible. There are often conflicts between marketing and other functional areas in the company, the marketers looking at the outside environment and the others tending to look at the internal company environment.