idea… But today I learned how to choose…
I have to say it was very inspiring as well as educational to a certain extent.
looked forward to: “The Art of Choosing” by the impressive Sheena
coming to this final recommendation she was takling about one of the most
relevant problem in everyday life consumption of any goods. How do people
choose and how could choosing be simplified. If you are more familiar
with “the narrowing down problem” by Fidelity research or the
“3 by 3 rule” by McKinsey, you know what Sheena was talking
showed some of her experiments and one was about jam. Draeger’s Grocery Store
for instance has a huge variety of options to choose between all kinds of
products, besides others 348 different kinds of jams. The question is, is it
useful to have that large variety of options? To test this in the experiment
she tested two stands, one with 6 jams and one with 24 jams. At the booth wit
24 jams 60% stopped, at the both with 6 jams 40% stopped. But only 3% bought
something at the 24 jam stand and 30% bought something at the 6 jam
stand. So it was more than 6 times more likely to buy jam if 6 jams were
offered than 24 jams. The number of choices is attracting but the choice itself
is much more difficult.
of 6 pieces and another out of 30. At the end they could rather have money or
chocolate for incentive. Chocolate choosen from the 30 piece deck was perceived
as less delicious and people tend to take the money more often than the
number of choices weakens the commitment toward the choice anyway, even if it
is important to consumers
choices they have, the lower the perceived quality of the decision
choices they have, the less satisfied they are with their choice they made
knows how to skip suboptimal options.
variety is often seen as a competitve advantage, no matter how small the
(but not extraordinary). And our choices express our personality. We think:
“If I choose this what does this say about who I am and what I want and
how does the choice reflect on what I want and who I am…”
means with “cut”
an idea what’s behind this
complexity within the process of choice
was glad to have a seat.
Hessan and Stan Sthanunatahn were there to talk about Market Researchers in the
21st century. Amazing, they only showed one chart, and this was the title
hear a big company’s perspective on the future needs of our industry. Want to
read some quotes? Here you are:
the heart of every important decision”
profession is also boring, because parts of the jobs are boring. Processes are
designed to be boring”
people. Be a change agent.”
be the truth, and why would you tell the truth to a complete stranger?”
successful? Not just the tv commercials, but the “strong community
developed in a month, why measure it on a monthly base?”
into an informed dream of the future”
make it unfamiliar. Convey facts in a different way to inspire”
track and one from the Activating Insights track.
the brand. Quite interesting to see what barriers to overcome internally and
how to roll out a real huge internal and external survey. One of the most
interesting findings to my point of view was the fact that younger employees of
3M are more engaged in the brand, for customers the opposite is true.
companies and their brands, internally and externally.
They decided to have an internal live event in order to let the consumer speak
and to show the employees their work in order to use their power and ideas to
develop new ways of increasing usage of the prodcts the compay sells. All in
all it was an intense experience for them.
this kind of internal event. Some very valuable pieces of advise:
market research in companies and for agencies.
About the author: Christian D??ssel is blogging about market research in German language here and here.
After having worked for TNS, TBWA and other strategy and market
research agencies he now holds the position of Senior Research Director
at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.