Most women who have experienced infertility have a very good understanding of reproduction. But it turns out that is not the case for most other women. An informal study in the UK sponsored by Clearblue (makers of ovulation predictor kits and home pregnancy tests) showed that 2 out of 3 women did not know that there is only a short period of peak fertility every cycle in which a women is most likely to conceive. Many of these women mistakenly thought they can conceive at any point during their cycle. This lack of understanding of basic fertility could cause women to have many months of wasted cycles by not trying on to concieve on peak fertility days. The current social trend points to women deciding to conceive later in life which makes timing even more important. Clearly we need to do more to educate the general public about fertility.