31 January 2007

Where's a non-expert when you want one?

We know what we want to find - a group of non-experts in a particular subject. So how do you go about finding a non-expert? They realise that this topic is important to them but they don't think they have got it mastered - they need to know more. Where do they sit? What do they read? How do we recognise that they are non-experts? Are they capable of classifying themselves as non-experts?

Actually, thinking about it, targeting has to be based on self-assessment. It doesn't matter to us how expert these people are, it is the fact that they think that they are non-experts that makes them the right targets.

OK, now I've understood that, where are they?

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