Don’t Let Your Startup Go to the Dogs: 5 Steps to Sniff Out Your Niche

  • Darshan Mehta
  • September 18, 2017
Quick — name your company’s competitive edge. If you said “price,” get back in the kennel and try again. It’s a dog-eat-dog world out there. Unless you bite off a niche for your business, you’re about as likely to succeed as a mutt at Westminster. Slight differences in product features or marketing won’t cut the kibble, either. You need to think like Pedigree and snap up a serious emotional niche. In 2007, Pedigree launched “Dogs Rule,” a campaign to benefit shelter dogs. Its promise? Pedigree would donate funds from every purchase to get pups placed in loving
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4 Reasons to Maximize Your Surveys With Focus Groups

  • Darshan Mehta
  • September 7, 2017
A survey is a powerful research tool, but it’s not all-powerful. Every tool has strengths and weaknesses. A hammer is great for roofing — not so much for mowing the lawn.  While a hammer’s form makes its function clear, tools like surveys take a little time to understand. The strength of surveys is in quantifying findings and extrapolating them to larger populations. Let’s say a city wants to know how many people ride its public transportation systems. A survey with just a few hundred participants can tell the city how many people take its buses or subways within a 5 percentage-point margin of error. Particularly compared to a citywide census, a survey is fast and af
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