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Marketing experiments

Marketing matters: Increasing microinsurance coverage beyond lowering prices: Guest Post by Jonathan Bauchet

Poor households in developing countries face large and varied risks. Many agriculture-dependent households, for example, are at risk of drought- or flood-induced crop failures or livestock deaths. The death of a family member often implies having to fund expensive burial ceremonies, and if the deceased was the household’s primary earner, replacing her/his stream of income is an even bigger problem.

What can marketing experiments teach us about doing development research?

David McKenzie's picture

The March 2011 issue of the Harvard Business Review has “a step-by-step guide to smart business experiments” by Eric Anderson and Duncan Simester, two marketing professors who have done a number of experiments with large firms in the U.S. Their bottom line message for businesses is: