In my recent (very short) consumer behaviour video I made a reference to how unhelpful it can be to ask someone how satisfied they are with their consumer experience. My point was that, given you don’t know what frame of reference someone has in mind when they respond, it’s really not that useful to know. Are they satisfied because their expectations are so low that, when nothing terrible happens, they’re grateful? Are they satisfied because what’s on offer is so formulaic that all they could do is be very dissatisfied if the delivery was below the standard? Are they satisfied because they have such little interest in whatever it is that “yes” is all they can think to say; they’ve forgotten what happened and assume, because it wasn’t memorably bad, that it must have been OK at the time? It turns out a recent study has found that people’s ratings […]
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