8 Aralık 2011 Perşembe

Research Complexity Vs. Choice Architecture

Research has become cruelly complicated.

But the increase in complexity has not resulted with more actionable insights.

As the complexity has increased, insights have become less available, more elusive and semi-abstract.

Today, commissioning and leading a research project is a mind tiring process for the marketing leaders.

A process that was once upon a time created to decrease complexity of marketing decision, is now the one who hurts the brain. 

Why research has become an extensive process...

The logical response to the question would be "because the consumers’ decision making process is now more complex than before."

Is this really the case?

When selecting a brand, does the consumer really go through complex thought processes?

Absolutely not.

Thaler and Sunstein in their acclaimed book, "Nudge" explain that human brain uses a short cut, "choice architecture," when choosing a brand.

This choice architecture is built on the premise that the human is a cognitive miser.

The brain uses choice architecture in order to cut down the decision making process.

Smart brands know the consumer rejects a complexbrand / product selection process and does not want to make life even more complicated than it alreadyis .

That's why smart brands concentrate on finding the decision nudges - the short cuts, rather than using hundreds of research variables, and derive nothing out of them.

By sharing a very popular and relevant case which is discussed worldwide nowadays, we will conclude this month's "unfocused groups" thought.

A famous website had a problem.

Although there was no reduction in the number of visitors to the site, there was a significant reduction in the number of the membership applications.

They commissioned huge research projects.

Discussed hundreds of research diagnostics.

The reports consistently referred to the well-known clichés. “Engage your visitor!”

They did everything by the book yet there was no change. More engagement did not mean more membership.

Then they decided to play with the choice architecture.

Instead of the "Sign In" button they created a "Continue" button.

The brain sees "Sign In" as a new, disruptive process. On the other hand, "continue" is only a continuation of the same process.

Result: Site increased its income by USD 300 million.

A single "Continue" button against hundreds of research diagnostics...

That’s the thing we need to change in our thinking in order to increase research efficiency.

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