Sometimes it pays to suggest only two choices

May 17, 2011

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In many situations  (and markets) there is a choice between A, B or C. Or at least that how you can present it. In the cola market there is Coke, Pepsi or Brand C.  In the infamous “war or terror”, there were those who were for , those against and those who weren’t sure. When […]

Posted in: Narrow the choice

Is recommendation the new advertising?

May 17, 2011

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  So said the CMO of Visa recently. Please come back for my thoughts on this. Meanwhile http://bit.ly/mbx7Rf

Strange things happen when we have choices to make

May 17, 2011

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An abundance of choice can quite often lead to inertia and/or paralysis.  And so optimizing choice and helping narrrow the choice have become key tools for businesses and brands today.  The now quite famous supermarket jam experiment (see separate post) conducted by academics from Stamford and Columbia Universities kicked off the thinking that consumer decison behaviour […]

The Age of Choice: how did we get here?

May 12, 2011

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I don’t take credit for this particular title, that I think probably lies with Jeff Bezos of Amazon fame and Charles Eames. Charles Eames wrote that “ beyond the age of information lies the age ot choice”.  He clearly had seen the message of Moore’s law and Algorithmic information theory, that in a future world […]