opportunity 21 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 […]

opportunity 21 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 is the ‘identification effect’. If you were walking in a park and you noticed a child drowning in a pond, chances are, you would dive in and help. When World Vison aired a television commercial with starving baby Sarah, many of you stepped up and sponsored a child. When the front page of the newspapers showed a 4 year old lying on a beach after drowning, donations and calls for action flooded in. When Australians saw the…