the case for confidence · the paradox of choice: why more is less reduce the number of choices...
TRANSCRIPT
The Case for Confidence: A Consumer Insights Perspective
September 2018 David Shaw, PhD Scott Webber, PhD
www.getgood.info
About Us
Confidence
Confidence
Source: renttherunway.com
Source: New York Times
Why Confidence?
Source: Microsoft
Why Confidence?
Confidence In Popular Theory
Source: Schwartz, B. (2004). The paradox of choice: Why more is less
Paradox of Choice
Source: Lehrer, J. (2009). How We Decide
Paradox of Choice
Source: Schwartz, B. (2004). The paradox of choice: Why more is less
Reduce the number of choices Help people tell them apart from one another
Start with easier or more important decisions
Combatting Paradox of Choice
Source: Rogers, Everett M. (1962). Diffusion of Innovations
Diffusion of Innovations
Source: Moore, G. A. (1991). Crossing the chasm: Marketing and selling technology products to mainstream customers
Technology Adoption Lifecycle
Chasm
Source: Mike’s Camera
Technology Adoption Lifecycle
UsabilityResearch
UsabilityResearch
The Science of Confidence
The Science of Confidence
The Science of Confidence
Source: Wikipedia
The Science of Confidence
Confidence Everywhere
Source: filtergrade.com
Confidence In Our Work
Source: spkmedia.com
Instilling Confidence In Consumers
Recognize your blind spots
Define your target consumer
Engage them and their world in every way you can
• Understand • Empathize • Reimagine
What will make them feel confident in you and your
products?
What is blocking their confidence?
Identify opportunities to helpthem feel confident.
Awareness
Interest
Evaluation
Trial
Adoption/Rejection
Journey Map:Diffusion of Confidence
Source: Rogers, Everett M. (1962). Diffusion of Innovations
Questions and Discussion
Thank you!