Logic Vs The Consumer’s (Unconscious) Mind
In my work as a consumer behaviour consultant I often find that I’m writing a presentation with information I’m familiar with, but that is going to be very challenging for my audience.
At the moment I’m working on a project for a retailer who wants to increase the number of choices they give customers. Nothing wrong with that, you might think.
Unfortunately, lots of studies show that you quite quickly reach a point in some categories where more choice is damaging to overall sales. I’ll save the details for another time (since it’s not the purpose of this blog).
My challenge is how to convince my audience that what they fundamentally (and rationally) believe is wrong.
My plan is to warn them of the possibility and encourage them to run an extended trial so they can see the impact for themselves. According to my analysis this will lose them a lot less money (but finding out will still be damaging financially in the trial stores).
Any other suggestions would be welcome!
Philip
