the third mind's remit is to provide objective, timely and useful analysis delivered with clarity, insight & detail.

Until recently, market suppliers have focused on the leaders in terms of consumption. However, as the market approaches saturation, it is the laggards that are increasingly becoming important. As the market growth shrinks and becomes dependent on replacement cycles, it is the potential new buyers that may drive earnings growth. However, these new buyers are impervious to the technical messages that most suppliers adopt.

Another possible element of market growth is that of enhancing brand loyalty and increasing the sphere-of-influence of the brand. There are an increasing number of highly-brand loyal consumers that actively promote the brand to others. Recommendations from knowledgeable friends are the most important and cost-effective element in acquiring new buyers.

In both cases, it is important to understand the drivers & barriers to purchase and then to communicate benefits to target clusters. Interestingly, it is the notion of perceived benefit that has the greatest impact, more importantly; perceived by the user rather than the supplier.

The following recent pieces of market analysis are updated on a regular basis.

The GO generation
What has become of the generation weaned on Nintendo/Sega consoles & PC games? How does their computer-centric perspective on life differ from previous generations? And what of the post-GO generation?

Geek or Genius?
The games software community is usually over-looked but it comes top at being a source of creative influential talent. Credit where credit is due?

The Web inspires PC users
For many years, the serious PC user who knew what lay inside his beige PC box was a slim minority. Now, with unintimidating access to the information and the latest developments, a growing number of PC users are figuring out how to get the best without spending the most.

The Technical Revolution
The Tech. revolution is well underway and, like the Industrial Revolution two hundred years earlier, it will completely change they way we live. A look at the long term implications for the Tech. revolution.

The Personal Computer: Mid-life crisis at 21?
The PC has reached a maturity (of sorts) just as it reaches a level of saturation. It has delivered almost 20 years of solid market growth and spawned several spin-off markets but can it cope with the next stage of it's development?

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