Later
We’re happy to do the hard thing…later.
Back in 1999, researchers had people choose some DVDs to watch.
They were either choosing something to watch now or something to watch in a few days time.
When people chose something to watch in the future, they tended to choose earnest, highbrow movies. Schindler's List, for example.
When they were choosing something to watch that day, they opted for something more like an Adam Sandler movie.
If ever you’ve tried to change...
How to communicate options
How should you communicate options to your customer?
Should you reveal them one at a time, like a waiter explains the specials of the day, or all at once, like you get on a menu?
This is the difference between sequential and simultaneous formats.
Job interviews, meetings, pitches and tender processes tend to be sequential scenarios, whereas product displays in-store or online are more commonly simultaneous.
Neither format is good or bad, but each requires you to think about how...
The bible of choice research
In Book Bites I share my top three takeaways from a book I've recently read.
This time it's "Elements of Choice: Why the Way we Decide Matters" by the godfather of choice research, Eric J Johnson.
I consider this the bible of choice research, and worth a read if you want to get into the detail of decision architecture.
You can find the Book Bites series on YouTube here.
How to display product options
Once the dominant streaming service, Netflix is haemorrhaging subscribers, losing market share to the likes of Disney Plus, YouTube and Amazon Prime.
To shore up revenue, they have rolled the dice on a new ad supported "Basic" option.
Is this a good move?
That depends on the behaviour they are seeking to displace. Presumably this is an acquisition rather than retention strategy.
That means they are seeking to win customers from streaming competitors,...
