Topic: Consumer choice

Uncover the context of consumer choice

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

Better decisions by design

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