opportunity – 34 of 150 If we are trying to maximise the number of human beings that purchase our product, the amount they will pay it, or the frequency with which they will buy it – it stands to reason that it would pay to understand those human beings. So, what do we know about […]

opportunity – 34 of 150 If we are trying to maximise the number of human beings that purchase our product, the amount they will pay it, or the frequency with which they will buy it – it stands to reason that it would pay to understand those human beings. So, what do we know about human beings and, more specifically, consumers and potential consumers of our products? Where are the opportunities? An interesting opportunity exits to embrace the ‘commitment effect’. It is no surprise that many people do not fill out their tax returns accurately, despite the fact that they have to sign the document before completing it. What might be more surprising, however, is that the timing of signing the tax return impacts significantly on how accurately it is completed. If they sign it after it is completed, as is traditional, they tend to be less honest and accurate…