How Asics developed running shoes specific for females.
‘Until recently, most running shoes for women were just smaller versions of men’s shoes. But as we come to understand the structural and hormonal differences between men and women, running shoes are fast becoming more female-friendly.
Over the past decade, scientific research has shown that women have different gait patterns and lower-limb biomechanics than men. This means that the way women run is significantly different, and it also helps explain why female runners have distinct injury patterns. ASICS is taking a gender-specific approach to designing running shoes, with the aim of improving women’s performance, comfort and safety.’
“They recruited 4,063 pilots from Wright Air Force Base, Ohio and measured them on 140 different metrics in order to estimate the size of the average pilot in 1950.
Daniels isolated the 10 most important variables – things like shoe size and leg length – and looked at how many pilots were average on all counts. He generously defined average as the 30% of people nearest to the mean.
The answer? Zero. There wasn’t a single pilot average on all metrics. Even when Daniels analysed just three metrics, only 3.5% of pilots were average on all counts.
Daniels concluded that the search for an average pilot was pointless. There was no such person. If you designed for the average user, then the result was perfectly suited to no-one.“
If you aim for average your marketing campaigns will serve no one well
Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority.
All you need to know about Instagram. Nice stats, overview average likes, engagement rates, video versus other content, influencers and more. Interesting report with great analytics to use in a deck. Source of the report: https://blog.hubspot.com/marketing/instagram-stats
Each Hype Cycle drills down into the five key phases of a technology’s life cycle.
Innovation Trigger: A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven.
Peak of Inflated Expectations: Early publicity produces a number of success stories — often accompanied by scores of failures. Some companies take action; many do not.
Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.
Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers. More enterprises fund pilots; conservative companies remain cautious.
Plateau of Productivity: Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology’s broad market applicability and relevance are clearly paying off.
Deze aflevering draait volledig om het ontwikkelen van je contentstrategie. Fleur Willemijn van Beinum werkte voor grote partijen als KLM, Delta Lloyd en eBay. Tot voor kort zat ze bij Unilever als Global Content Strateeg. Momenteel ad interim bij ABN Amro als Social Business Strateeg. In haar loopbaan is er een gemeenschappelijke deler te ontdekken: content.