Richard Wilson: one main audience and a smaller experiment

Richard's demographic module addressed how to test a second audience without scattering all of the effort. He described concentrating most energy on one group while keeping another as an experiment.

Concentration makes feedback easier to read

Richard suggested giving a primary demographic most of the attention. A second group could be tested on a smaller basis. This approach makes it easier to notice whether a message and opportunity fit a particular audience.

Read the result carefully

Richard also named other possible reasons for weak progress, including the quality of a deal or its communication. A poor response from one group does not by itself establish the cause. The experiment needs a clear record of who received what and what happened next.

In Richard's words

"a main one for 60 to 90 % of your energy, and then a secondary one that's an experiment" (Richard C. Wilson, recorded library commentary)

How to use this

Name the primary audience before starting a second test.
Keep the offer and message in the record so you can interpret the responses.

Questions and answers

How did Richard describe the second audience?

As a smaller experiment alongside the main demographic.

Does weak response prove the audience is wrong?

No. Richard also mentioned deal quality and communication as possible causes.