Don’t rely on supply and demand

65 gives rise to 45%, and 10 gives rise to 25% Studying unknown quantities, researchers Tversky and Kahneman ...

Value is relative and audience specific

65 gives rise to 45%, and 10 gives rise to 25% Studying unknown quantities, researchers Tversky and Kahneman ...

Value trumps cost plus every time

7% the average premium women pay A recent study by the New York department of consumer affairs ...

Myth twenty – qantas is playing politics

77% of consumers would be prepared to pay extra This is a very new myth. It is ...

Myth nineteen – more customers are everything

300% more spent by repeat customers The obsession with advertising is directly related to the obsession with attracting ...

Myth eighteen – quality will ensure success

$3.3 billion-dollar loss on touch-pad Many people in business hold the view that a quality product is the ...

Myth seventeen – the lowest price wins

$2.50 beer outsells $1.80 beer One of a number of renowned studies by pricing guru, William Pound, found ...

Myth sixteen – we cannot afford market research

89% of businesses compete on customer experience If I had a dollar for every time a businessperson has ...

Myth fifteen – changing the advertisement will increase enquiries

7 times viewed before registration There are two solutions most commonly suggested by advertising agencies when there ...

Myth fourteen – education changes behaviour

31% of road trauma is caused by speeding There are few subjects that receive more publicity than the ...

Myth thirteen – I cannot afford to do research

25% of businesses trade for 15 years Research suggests that just 25% of businesses are in business 15 ...

Myth twelve – the more the merrier

6 options outsell 24 and 30 We could all be forgiven for thinking that Chinese restaurant owners believe ...