The demographic dividend

Three weeks ago the world's population passed seven billion with predictions that it could reach 15 billion by the end of the century. Naturally the emphasis of media stories was on the planet's ability to support such a figure and the stark environmental dangers of a population explosion.  Certainly the figures are staggering. It took 250,000 years for the global population to reach 1 billion, another century to reach 2 billion and 32 years more to reach 3 billion. However,  ...

Listen to your focus group!

Market research is neither an exact science, nor infallible, as many marketing failures will attest. Nonetheless, it is not the best idea to do the exact opposite of what your target market is telling you. On the UK’s TV version of the The Apprentice, two teams of budding entrepreneurs fighting to win a £250,000 prize fund to invest into their own business, were given the task of developing a new ‘free’, premium magazine (‘freemium’). Both teams carried out market research ...