Are your customers satisficers or are they maximisers? @paulwould
Capture - Day 2 - 12:15 "Are your Customers Satisficers or Maximisers?"
Apr 13, 2017
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Are your customers satisficers
or are they maximisers?
@paulwould
Paul Wood@paulwould
All about choice
Barry SchwartzThe Paradox of Choice
1. Maximise welfareThe Official Dogma
1. Maximise welfare2. Maximise freedom
The Official Dogma
1. Maximise welfare2. Maximise freedom3. Maximise choice
The Official Dogma
DepressionThere is 10 times more major depression in people born after 1945 than before
X10
We are surrounded by choices
Currys.co.uk239 washing machines+ 76 washer dryers14 refine search groups
Petsathome.com264 dog bedssoft/mattress/plastic/toughluxury/blankets/heatingcooling/specific requirements
Autotrader.co.uk84 cars19 Black10 Blue16 Grey
Choice is demotivating
We don’t make choices
With%AT&T Not%with%AT&T
Burden of choice
Foraging Craft & Trade
Ye OldeWay
HuntFindForageUse energy
The New Way
CraftSkillTradeShare burden
The Post-Modern Way
Loads of choiceFindForageUse energy
Sweet
Milky
Not-so-milky
Cappuccino Macchiato
Latte
EspressoDouble Espresso
Americano
Strong
Sweet
Milky
Not-so-milky
Cappuccino Macchiato
Latte Gingerbread Latte
EspressoDouble Espresso
Americano
Strong
RecapChoice is goodToo much choice is badThe burden of choice has shifted
Consumers act in strange ways
iPhone
Source: bgr.com
Sony Xperia Z3
Huawei Ascend Mate7
Samsung Galaxy S5
HTC One M8
Apple iPhone 6 Plus
LG G3
Samsung Galaxy Note 3
Motorola Moto X
Apple iPhone 6
0 10Hours
Best for battery life?
Source: bgr.com
Best for screen size?
Apple iPhone 6Nokia Lumia
830 HTC One M8Samsung Galaxy S5
Apple iPhone 6 Plus
Samsung Galaxy Note 4
Source: bgr.com
Best for camera resolution?
HTC One M8 iPhone 6 Galaxy S5
Is it actually the best phone?
not the best
not the worst
The bestThe worst
The bestThe worst
The bestThe worst
Not the bestUnhealthySloppyNo frills
Not the worstFastNo (nasty) surprisesIt won’t kill you (straight away)
Satisficers/Maximisers
Maximiser“Need to be assured that every purchase decision was the best
that could be made”
The bestThe worst
What is a maximiser?
Wants to end up here
Visit one more shop
Test drive one more car
Read another review
Satisficer“Settle for something that is good enough and not worry about the
possibility that there might be something better”
The bestThe worst
What is a satisficer?
Wants to avoid here
1. 10 mins from station2. Furnished3. Modern4. Up to £1,000 a month
Renting a Flat
Maximiser vs Satisficer
A Trip to Wagamama
302 miso soup and japanese pickles v £1.95
305 a tea-stained egg £1.00
304 japanese pickles v £1.00
306 kimchee £1.00
303 chillies v £1.00
307 brown rice v £2.00
300 white rice | steamed or sticky v £2.00
301 noodles v £2.00
extras | make your meal even tastier
chilli men stir-fried chicken or prawns, courgettes, red onions, peppers, mushrooms and mangetout in a spicy tomato chilli men sauce, served on soba noodles 49 chicken £10.95 50 prawns £11.95
51 yasai chilli men v £9.50 stir-fried tofu, courgettes, red onions, peppers mushrooms and mangetout in a spicy tomato chilli men sauce, served on whole wheat noodles
firecracker marinated chicken breast or prawns stir-fried with mangetout, red hot chillies, red and green peppers, spring and white onions, fiery sweet and hot sauce, steamed white rice, shichimi, sesame seeds and lime 92 chicken £9.95 93 prawns £10.95
chilli dishes | fresh, spicy chilli dishes
allergies and intolerances | if you have a food
allergy, intolerance or sensitivity please let your server
know before you order your food and they’ll be able to
suggest the best dishes for you
please note | our dishes are prepared in areas
where allergenic ingredients are present so we
cannot guarantee that our dishes are 100% free of
these ingredients
we love this dish v vegetarian
may contain shell or small bones contains nuts
your noodle, your choice | we make lots of different
noodles; with most dishes you can choose whichever noodles
you want. you can also swap your rice for brown rice. ask your
server for full details
soba / ramen noodles | thin, wheat egg noodles
whole wheat noodles | thin, whole wheat egg noodles
udon noodles | thick, white noodles without egg rice noodles | flat, thin noodles without egg or wheat
40 yaki soba £8.25 teppan-fried soba noodles with chicken, shrimp,
egg, beansprouts, peppers, white and spring onions. garnished with fried shallots, pickled ginger and sesame seeds
41 yasai yaki soba v £7.75 teppan-fried whole wheat noodles with egg,
beansprouts, peppers, white and spring onions, mushrooms and garlic. garnished with fried shallots, pickled ginger, sesame seeds and coriander vinegar
teriyaki soba grilled teriyaki beef or salmon on a bed of teppan-fried soba noodles with curry oil, mangetout, red and spring onions, beansprouts, bok choi and chillies with yakitori and teriyaki sauce. garnished with coriander and sesame seeds 46 salmon £12.25 45 beef £13.95
42 yaki udon £8.95 teppan-fried udon noodles in curry oil with
chicken, prawns, chikuwa, egg, beansprouts, leek, mushrooms and peppers. garnished with fried shallots, pickled ginger and sesame seeds
44 ginger chicken udon £9.50 teppan-fried udon noodles with chicken, egg,
beansprouts, red and spring onions, mangetout and chilli. garnished with pickled ginger and coriander
wagamama pad-thai teppan-fried rice noodles in a sweet tamarind sauce with chicken and prawns or fried tofu, egg, beansprouts, leek, red and spring onions, chinese chives, garlic, ginger and chillies. garnished with coriander cress, fried shallots, peanuts, mint and lime 48 chicken and prawns £9.95 47 yasai v £8.95
teppanyaki | noodles cooked on a hot, flat griddle
20 chicken ramen £8.95 noodles in a chicken soup topped with grilled chicken
breast, seasonal greens. garnished with menma and spring onions
21 wagamama ramen £10.25 noodles in a miso, ginger and chicken soup topped
with grilled chicken, barbecued pork, prawns, mussels, half a tea-stained egg, chikuwa and wakame. with menma and spring onions
22 grilled duck ramen £12.95 noodles in a vegetable soup topped with tender
boneless duck leg and pea shoots. garnished with coriander, chillies, spring onions and a citrus ponzu sauce
chilli ramen noodles in a spicy chicken soup, beef steak or chicken, red and spring onions, beansprouts, chillies, coriander and lime 25 chicken £10.25 24 beef £12.95
27 saien soba v £9.25 whole wheat noodles in vegetable soup, fried tofu, beansprouts, courgettes, asparagus, red onions, leek, mushrooms, mangetout, garlic, sesame oil and spring onions
30 pork ramen £9.25 noodles in a miso, ginger and chicken soup topped
with barbecued pork, half a tea-stained egg, seasonal greens and wakame. drizzled with a korean barbecue sauce and garnished with menma and spring onions
82 coconut seafood broth £12.95 rice noodles in a coconut and vegetable broth topped with prawns, salmon, squid, scallops, mussels and tender stem broccoli. garnished with spring onions, chillies and coriander cress
you can swap your soup for vegetable soup in any ramen. just ask
104 edamame v £4.35 steamed green soya-beans with either salt
or chilli and garlic salt
106 wok-fried greens v £4.35 tender stem broccoli and bok choi, stir-fried in garlic and soy sauce
109 raw salad v £3.50 mixed leaves, red onions, mooli and carrot.
garnished with fried shallots and served with the wagamama house dressing
95 goma wakame salad v £4.35 shredded carrot, goma wakame seaweed,
spring onions and chilli. served with the wagamama house dressing and sesame seeds
97 pork ribs £6.75 teppan-fried ribs in a korean barbecue sauce with mixed sesame seeds 110 grilled pork bulgogi wraps £5.75 teppan-grilled pork belly, korean barbecue sauce, pickled red onions, beansprouts and coriander, ready for you to wrap in a baby gem lettuce
96 lollipop prawn kushiyaki £6.25 skewers of grilled prawns marinated in lemongrass,
lime and chilli. glazed with a sweet, sour and hot sauce and served with a caramelised lime
107 chilli squid £5.80 deep-fried squid seasoned with salt and shichimi.
served with a chilli and coriander dipping sauce
108 tori kara age £5.25 deep-fried chicken pieces. served
with a chilli, garlic, sesame and soy sauce
111 mushroom onigiri v £5.50 balls of sticky rice with mushroom, deep-fried in panko breadcrumbs on a bed of goma wakame. served with a sweet, sour and hot sauce
gyoza | tasty parcels of goodness
100 chicken gyoza £5.80 five steamed, grilled chicken dumplings. served with a chilli, garlic, sesame and soy sauce
101 yasai gyoza v £5.75 five steamed, grilled vegetable dumplings. served with a black vinegar, chilli and coriander sauce
99 duck gyoza £5.90 five deep-fried duck dumplings.
served with a spicy cherry hoi sin sauce
102 ebi gyoza £5.95 five deep-fried prawn and vegetable dumplings. served with a citrus ponzu sauce
105 pulled pork gyoza £5.90 five steamed, grilled pulled pork dumplings.
served with a black vinegar and ginger sauce
salads | tasty plates of salad. some cold. some warm
60 mandarin and sesame chicken salad £10.25 marinated chicken with mixed leaves, mandarin,
coriander, red and spring onions, mangetout and cashew nuts with a sesame, mandarin and mint dressing. garnished with sesame seeds
63 warm tofu chilli salad v new £9.25 stir-fried tofu, aubergines, red peppers, asparagus, mangetout, tender stem broccoli and red onion on a bed of baby gem lettuce. dressed in sweet chilli sauce. garnished with cashew nuts
66 warm chilli chicken salad £9.75 stir-fried chicken with cashews, red peppers, mangetout, tender stem broccoli and red onion on a bed of baby gem lettuce. dressed in a sweet chilli sauce
67 grilled tuna with stir-fried vegetables £11.15 seared tuna steak on a bed of stir-fried sweet potatoes, edamame beans, red onions, red and green peppers and mangetout with an avocado, wasabi and nouc cham dressing. garnished with a tea-stained egg and coriander cress
curry | fresh, tasty curries. some with rice. some with noodles
71 chicken katsu curry £9.75 chicken breast deep-fried in panko breadcrumbs, served with a curry sauce and sticky white rice. garnished with dressed mixed leaves and japanese pickles
73 grilled chicken katsu curry £9.75 grilled chicken breast, served with a curry sauce and brown rice. garnished with dressed mixed leaves and japanese pickles
72 yasai katsu curry v £8.95 sweet potato, aubergine and butternut squash
deep-fried in panko breadcrumbs, served with a curry sauce and sticky white rice. garnished with dressed mixed leaves and japanese pickles
raisukaree tender marinated chicken breast or prawns stir-fried in a coconut and lime curry sauce with mangetout, peppers, red and spring onions, ginger and garlic. served with rice and garnished with mixed sesame seeds, chillies, coriander and lime 75 chicken £10.95 79 prawns £11.95
surendra’s curry new a rich, spicy green curry made with jalapeño peppers, onion and ginger. topped with sweet potato straws and served with steamed rice 52 yasai v £8.95 53 chicken £10.95 54 tilapia fish £10.95
kare lomen ramen noodles in a spicy coconut and lemongrass soup topped with grilled chicken or prawns, cucumber and beansprouts. garnished with coriander and lime 80 chicken £10.45 81 prawns £11.50
itame rice noodles in a spicy green coconut and lemongrass soup topped with stir-fried chicken, prawns or fried tofu, beansprouts, red and spring onions, bok choi, peppers, mushrooms and chillies. garnished with coriander and lime 37 chicken £10.45 39 prawns £11.50 38 yasai v £9.25
UKWIN14-1
77 cha han £8.25 stir-fried brown rice with chicken and prawns, egg, mangetout, mushrooms, sweetcorn and spring onions. served with a side portion of miso soup and japanese pickles
78 yasai cha han v £7.75 stir-fried brown rice with fried tofu, egg, mangetout, mushrooms, sweetcorn and spring onions. served with a side portion of miso soup and japanese pickles
teriyaki donburi chicken or beef brisket in teriyaki sauce with sticky white rice, shredded carrots, pea shoots and spring onion. garnished with sesame seeds and served with a side of kimchee 70 chicken £9.50 69 beef new £10.95
donburi can come with brown or white rice. just ask
donburi | big bowls of rice with meat and vegetables
sides | perfect with a meal or great for sharing ramen | big bowls of soup filled with noodles, vegetables and meat
Buying a mattress
Dreams.co.uk 108Argos.co.uk 439Johnlewis.com 331Ikea.com 137Homebase.co.uk 328
“I don’t want anything other than the best mattress for me”
Maximiser
“…you’ll find a mattress designed to fit every budget and requirement,
so you’re certain to find something that’s right for you”
How does the internet respond?
Set criteria of searchReview selectionStop once criteria met
Satisficer
RecapMaximisers want perfectWe often cater better to maximisersThere are more satisficers
Why are there more satisficers?
We are rubbish at making choices
Daniel KahnemanThinking, Fast and Slow
One We get tired of thinking
Ego Depletion
“Mental energy is more than a mere metaphor”
“The nervous system consumes more glucose than other parts of the body”
“Effortful mental activity appears to be especially expensive in the currency of glucose”
Go to work
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
Go to the gym after work
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
Go to the gym after work
0 100%Mental Energy
Success Line
Don’t eat pizza
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
Go to the gym after work
0 100%Mental Energy
Success Line
Don’t eat pizza
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
Go to the gym after work
Don’t eat pizza
Walk dog in rain
0 100%Mental Energy
Success Line
Go to work
Eat fruit for morning snack
Don’t eat that donut!!!
Have a salad at lunch
Refrain from shouting at your colleagues
Go to the gym after work
Don’t eat pizza
Walk dog in rain
Don’t drink beer
0 100%Mental Energy
Success Line
Two We jump to conclusions
The automatic ‘system 1’
“The impulses that often become your choices and your actions”
A bat and ball cost £1.10
The bat cost one pound more than the ball
How much did the bat cost?
It’s not £1
It is £1.05
What do cows drink?
Three We are easily influenced
Florida, forgetful, bald, grey, wrinkle
finds, he, it, yellow, instantly
The Florida Effect
The Priming Effect
3x as much paid on ‘eye weeks’
The Anchoring Effect
Q1 Would you be willing to pay £xxtowards this good cause?
Q2 How much would you like to contribute to this cause?
$200
The Anchoring Effect
No Anchor
$160
$140
$120
$100
$80
$60
$40
$20
$180
Aver
age
Dona
tion
$200
The Anchoring Effect
No Anchor
$160
$140
$120
$100
$80
$60
$40
$20
$180
Aver
age
Dona
tion
$5
$200
The Anchoring Effect
No Anchor $400
$160
$140
$120
$100
$80
$60
$40
$20
$180
Aver
age
Dona
tion
$5
The Anchoring Effect
The Anchoring Effect + Rationing
Limit of 12 per person
No limit perperson
The Anchoring Effect + Rationing
Limit of 12 per person
No limit perperson
The Anchoring Effect + Rationing
Limit of 12 per person
No limit perperson
RecapWe get tired of making choicesWe make bad judgmentsWe are easily led astray
How we (marketers) can help
How we must help
We are all choice architects
“A choice architect has the responsibility for organisingthe context in which people
make decisions”
It’s about how we present choice
The Six Principles of Choice Architecture
Defaults Feedback Incentives
Structure Mapping Expect Error
Provide a Default
Consumers follow the path of least resistance
We’ll do anything to save a bit of (mental) energy
Provide Feedback
Consumers want to know whether they are on track
We need simple information helping us to make choices
Offer incentives
Answer the question, “what’s in it for me?”
Sometimes there will be something to gain
Other times the cost will be so small it won’t matter
Structure complex ideas
Choosing involves juggling complex information
Information can be complex because of volume
http://www.autodeskplm360.co.uk/
Expect error
Humans make mistakes
A well-designed system is forgiving of mistakes
SpamsungWashing Machines
What happens if I search for…
Nobody’s perfect
@paulwould
Not “Wood”
Map the experience
Help your customers to understand the experience
they will have
What is a gigabyte?
Why should I care about megapixels?
How much storage space do I need?
What TV should I purchase?
http://www.rtings.com/tv/learn/size-to-distance-relationship
An extreme solution…
“If you don't see something here, it's because it's not
worth your time”
RecapThere’s no shortage of choiceIt’s tiring and hard to handleWe can fix this problem
Any questions?
@paulwould
@paulwould
Further Reading
The Paradox of ChoiceBarry Schwartzwhdot.net/ParadoxChoice
Thinking, Fast and SlowDaniel Kahnemanwhdot.net/ThinkingFast
The Wiki ManRory Sutherlandwhdot.net/WikiMan
NudgeThaler & Sunsteinwhdot.net/NudgeImprovingDecisions
Get the slides – whdot.net/ChoiceArchitecture
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