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.
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,...