MacBeth was a Scottish lord who killed his cousin to become king. And, when king, he was in turn killed. Yet had he been able to use modern market research techniques, he may have become king without killing and have lived to a ripe old age.
How? MacBeth received AI advice (from the ethereal three weird sisters) that he would become king and would remain king until Birnam Forest reached Dunsinane (then miles apart). His AI advice also was that no normally born man could kill him.
If only MacBeth had had modern market research techniques available, he would have known kings’ average age at death, which may have shown that patience was all that was needed. Staff surveys would have reported concerns that could be alleviated, and so not seeing staff (nobles) leave to join competitors’ armies.
Focus groups and discussions (perhaps with gardeners and soldiers) could have shown the decades a self-seeded Birnam Wood need to move closer, and that using its branches as camouflage for soldiers could bring it close in a day. Similarly, market research could have identified caesarean birth proportions (39% in Australia in 2022), indicating that two in five people could be MacBeth’s nemesis. Quite high odds when your head is at stake, I suggest!
Thus, market research findings can be used to identify opportunities to strengthen different elements of an enterprise and we’ be happy to chat further with you about those. Please email Philip Derham at derhamp@derhamresearch.com.au or call him on 0414 543 765.