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Why so much research is misleading

 

A tip when you are reading posts citing 'research' stats on what business leaders or consumers are doing.

Add "say they are" to most of the claims.

For example, "Nearly half of content marketers use AI to brainstorm new topics, and 46% use it to research headlines and keywords."

I'm guessing this stat is based on self-reported claims, so it should read: "Nearly half of content marketers SAY THEY use AI to brainstorm new topics, and 46% SAY THEY use it to research headlines and...

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Hypotheticals

 

When you ask hypothetical questions, you get hypothetical answers.

So why do we so often rush to ask our customers what they will do? What they will like?

When we pose these hypotheticals, we set ourselves and our customers up for failure.

Because intention doesn’t always translate into action.

Say doesn’t mean do.

Stop asking what they will do. 

 Start watching what they do do.

 


See: Influencing Action

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Five pitfalls of behavioural economics

 

There is plenty of upside in applying behavioural science, but there are five pitfalls that you should know about too. 

In this video I’m going to take you through the 5 pitfalls of behavioural economics, and how to avoid them.

Pitfall #1. Thinking it only applies to customers

Behavioural economics is the study of how emotional, social and cognitive biases and heuristics impact behaviour. 

Behaviour is the operative word here, because the same forces that impact your...

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Why asking customers can lead you astray

 
 
If I had to boil down the biggest problem businesses have, it would be this.

Listening to people.

I totally get it.

It's compelling when a customer tells you what would make them buy your product, a staff member tells you what would make them happier and more productive, or a stakeholder tells you what would make they sign off on your idea.

Straight from the horse's mouth, so to speak.

We rush to send out employee engagement surveys and customer questionnaires. We run polls and focus...
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