Your rating for Product and Brand Development is: Room for improvement
That's a little ho hum, isn't it? I'm not suprised. The hardest thing to do is anticipate what your customers will do, and that's why we spend so much time and money trying.
Unfortunately, most methods that seem inutitively right - like asking our customers - are behaviourally wrong. Why? When we ask them we typically get a System 2 response. When they are in their natural habitat, they are relying on System 1. That means we are left with a "say vs do" gap, where people say one thing and do another.
How to improve:
- Seek researchers that know about and use behavioural economics because it isbased on observation and experimentation rather than interviewing and asking;
- Design your products to overcome the three barriers to use: Apathy, Paralysis and Anxiety;
- Use experiments wherever you can e.g. A/B testing of web pages and letters.
Tools to support you:
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