Insights

The psychology of cheap

My old landline phone gave out (yes, I still have one), and when I lifted it off my desk, I had to remove two wire connections. As I did that, I had a strong impulse to push the old wires off the back of my desk and let them fall (my desk faces a wall).… Read More »

Digital is garbage

Digital is mainly garbage. 90% of data is never accessed again 90 days after it is first stored. 80% of downloaded apps are never used again after 90 days. 90% of data has been created in the last two years. Over the years, we found that we had to delete 90% of a typical website… Read More »

The Technology God is fake

In the grand delusion that is Brexit, the grandest delusion of all is the Brexiteers’ fawning adoration of the Technology God. According to Brexiteers, the Technology God will banish all problems, particularly those associated with the border on the island of Ireland. Grand Boffo Johnson ascended the mountain, and the Technology God conveyed the message… Read More »

Understanding digital speed

In the physical world, beyond a certain point, speed becomes perilous and destructive. One crazy driver can wreak havoc. The greater the speed, the worse the crash. Thus, much of our road infrastructure is concerned with managing speed. We have created a digital world where so much has got faster and faster. And yet we… Read More »

The patterns evident in Top Tasks research

In 2014, we completed our largest ever Top Tasks identification project for the European Union. It was in 28 countries and 24 languages. Almost 107,000 voted. After 30 voters, the top three tasks had emerged. Yes, the top three tasks after we closed the survey with 106,792 voters were the same as the top three… Read More »

Fallible data

Data is not fact and fact is often just a hypothesis anyway. We humans design how data is created and we humans are the ones who interpret data and draw conclusions from it. Therefore, data will always be inherently fallible. Unless we approach it with a sense of humility and a willingness to acknowledge our… Read More »

The three elements in understanding your customers

Let’s say you’re trying to deliver an excellent customer experience for a health website or app. You start by truly knowing your audience. Let’s say, for example, that you have statistically reliable data that tells you that mental wellbeing, which includes stress reduction, mindfulness and positive thinking, is particularly important to those under 24. That… Read More »

Are your customers low or high information?

Low information people tend to be highly emotional, impulsive and habitual. They hero worship. They blindly trust their instincts and fiercely distrust everything and everyone else. Much traditional marketing and advertising was designed to pull the emotional triggers of low information people and get them to hero worship brands. This reached its perfection where low… Read More »

Mental strain of delivering excellent service

People tend to avoid feeling empathy because it requires too much mental effort, according to a study published by researchers at Penn State University and the University of Toronto, in June 2019.  “Across all of the experiments, participants on average chose the empathy scenarios 35% of the time, showing a strong preference for the scenarios… Read More »