How many people were interviewed in the initial stages for the research?
In the very initial stages it was like a several hundred sample, then when we went into trying to understand the actual what we call “psychographics”, but it’s effectively trying to understand how our customer base thinks, rather than just demographics. Demographics is quite quantitative and effectively really easy to perform, and you can get most of it from census data. The real interesting ones in terms of tailoring a project specifically for the market, and secondly then trying to understand what people’s thoughts really mean and how do they translate into paper and completed product, is that understanding of their mindsets. And we developed a database of over 1,000 people in what we felt was our analyse catchment, and we did in-depth interviews with each one of those. And then a smaller group of those people, we actually spent 24 hours with… I say “we”, but we have research companies that conduct that for us, but we virtually lived with them for a day to understand how they thoug
