People make weird choices. Sometimes, it’s going with the middle of the pack rather than the premium option. Sometimes, it’s brushing over a no-brainer bundle or falling for an overlooked feature. Every time, unexpected decisions stop strategists and marketers in their tracks. But are these choices actually unexpected, or are vital pieces of information missing? … Guiding the future of choice research
A milkshake is never just a milkshake. Not when you look at the moment it’s being bought. At 7:45 AM, I’m in a McDonald’s drive-thru—not for dessert, but for something to get me through a long, quiet commute. I want something to hold, something to fill me up, something to break the monotony. In that … Uncover the context of consumer choice
A major fast-food chain faced a critical decision about changing their beverage supplier. A challenger supplier was offering them a deal to switch. Their traditional research showed customers cared about drink choice – but by how much? Using choice modeling, we uncovered that changing suppliers would cost them $0.25 per meal in value – significantly … Better decisions by design