Author Archives: kevin

About kevin

I write the posts

Targeting the marginal consumer, not the average consumer

It's hard to find a knowledgeable baseball fan who likes Tim McCarver, Fox's color commentator, who says things that are often visibly wrong, and enjoys making grand pronouncements. Indeed the overwhelming majority of Twitter comments about McCarver are negative. Billy Packer, CBS's longtime basketball color commentator, draws similar complaints from hoops fans. One of my friends set his TV to a seven second delay and then listened to Mike Krukow and Duane Kuiper, the beloved Giants local TV commentators who've been forced to the radio for the playoffs. It doesn't make sense for Fox to employ a broadcaster who's hated by everyone, which led me to realize that Fox only cares about the marginal viewer. I'm going to watch the game no matter how bad Tim McCarver is, so Fox doesn't really care what I think about him. However, the person who watches three or four baseball games a year on TV probably likes a guy who says "great play" when an outfielder runs the ball into the infield. Looking around, you start to see this pattern a lot. College websites are targeted entirely at two groups of people: prospective students and alumni/parents, who give money. This means that nearly all college homepages fail to provide useful information for enrolled students. Most website homepages are also targeted at the marginal customer; they force returning users to find a Login button in the corner.
Good products figure out ways to distinguish marginal users from diehard users, so they can give a good experience to both; a website might use cookies to keep returning users logged in, or a college might have a "Portal" it shows to returning students. Which is why I'm hoping Fox will soon stream a second audio channel, for people who are fairly knowledgeable about baseball.

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links for 2010-10-22

  • covers baumeister's 6 steps to suicide. informative, disturbing
  • " we compare infants born to mothers living near toll plazas to infants born to mothers living near busy roadways but away from toll plazas with the idea that mothers living away from toll plazas did not experience significant reductions in local traffic congestion. We also examine differences in the health of infants born to the same mother, but who differ in terms of whether or not they were “exposed” to E-ZPass. We find that reductions in traffic congestion generated by E-ZPass reduced the incidence of prematurity and low birth weight among mothers within 2km of a toll plaza by 6.7-9.1% and 8.5-11.3% respectively, with larger effects for African-Americans, smokers, and those very close to toll plazas."

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links for 2010-10-21

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links for 2010-10-20

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links for 2010-10-19

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links for 2010-10-17

  • His model predicted, in different fields of medical research, rates of wrongness roughly corresponding to the observed rates at which findings were later convincingly refuted: 80 percent of non-randomized studies (by far the most common type) turn out to be wrong, as do 25 percent of supposedly gold-standard randomized trials, and as much as 10 percent of the platinum-standard large randomized trials. The article spelled out his belief that researchers were frequently manipulating data analyses, chasing career-advancing findings rather than good science, and even using the peer-review process—in which journals ask researchers to help decide which studies to publish—to suppress opposing views.
  • In her speech, the chancellor specifically referred to recent comments by German President Christian Wulff who said that Islam was "part of Germany" like Christianity and Judaism. While acknowledging that this was the case, Mrs Merkel stressed that immigrants living in Germany needed to do more to integrate, including learning to speak German.
  • don't crouch before jumping, don't lean forward, take two quick steps right before jumping, i might be able to add inches to my vert this way
  • to send to people who ask about vibram five fingers, in addition to tim ferriss's article
  • how to learn how to code, for the absolute beginner. covers how to execute programs, and emphasizes difficulty of said task, thank goodness. will be recommending this to people who ask
  • a student fails to copy a mondrian, there are subtleties that make it excellent, difficult to replicate. this is good because i've wanted to learn more about what makes good artists so good

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links for 2010-10-16

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links for 2010-10-15

  • The researchers designed a series of four experiments to test and manipulate Stanford students' beliefs about willpower. After a tiring task, those who believed or were led to believe that willpower is a limited resource performed worse on standard concentration tests than those who thought of willpower as something they had more control over. They also found that leading up to final exam week, students who bought into the limited resource theory ate junk food 24 percent more often than those who believed they had more control in resisting temptation. The limited resource believers also procrastinated 35 percent more than the other group.

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links for 2010-10-14

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