Most business leaders would agree that making decisions based on evidence is better than relying on instinct alone. Yet, when it comes to launching a new product, changing prices or investing in marketing, gut feel still plays a surprisingly large role.
A recent survey reported by The Guardian has highlighted just how much attitudes towards higher education have changed over the past two decades.
Most startup founders already believe in their idea by the time they start thinking about research. Usually, the concept comes from a genuine frustration, an unmet need or a strong sense that existing products are not solving the problem properly.
Discussions around consumer behaviour always tend to position price as the dominant factor in decision-making. Particularly during periods of economic pressure, the assumption is usually that people will always move towards the cheapest option available.
It’s a common assumption that if a better product or service exists, customers will naturally move towards it. Yet in practice, that rarely happens as easily as expected.
Rising fuel costs and travel uncertainty are reshaping summer holiday behaviour. Rather than cancelling plans, consumers are becoming more cautious; prioritising flexibility, reliability, and control over aspiration, with a shift towards later bookings and lower-risk travel options.
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.
Easter 2026 reveals a more intentional shopper; balancing value with selective indulgence. Consumers are still spending, but they are more considered, seeking products that feel genuinely worth it while showing a growing appetite for innovation that the market is not fully meeting.