The Business of Choice
"Marketing is obsessed by being consumer-centric. I think the opportunity is for it to become more decision-centric... There's a lot of noise in being consumer-centric that may not be relevant to the choice. Start with the choice and work from there." -Matthew Wilcox
How much do you really understand how people choose?
The past decade has brought to light a flood of research from behavioral science, neuroscience, and everything relating to the mind. While these findings have changed the direction of many academic disciplines, those in the realm of business, marketing, and social programming are also abuzz about how to implement this research into their practices. And with an estimated 5-6,000 people studying different aspects of choice around the world, there's no shortage of literature to support those efforts.
Yet, the scope of the literature is both empowering and paralyzing. And while I won't go so far as to say that marketers and scientists speak a different language, there is a notable difference in creed that drives how they view science and research. And as guest Matthew Willcox, author of The Business of Choice: Marketing to Consumers' Instincts, notes, marketers would do well to think of the research as inspiration, not proof.
So how can we use research on decision making as inspiration for behavior change strategies? Start with the choice and work from there. Easier said than done? In this episode, Matthew Wilcox discusses how to better influence people's choices by working with human nature, not against it.
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About Matthew Willcox
Matthew Willcox is founding partner of The Business of Choice, a behavioral insights and choice architecture consultancy that helps organizations develop communications and experiences that align with how people naturally choose. His book The Business of Choice–Marketing to Consumer's Instincts was named M&SB’s “Marketing Book of The Year”and winner of the American Marketing Association’s prestigious Berry Book Prize in 2016.
Mentioned in this episode:
- The Business of Choice
- Pam Scott of The Curious Company
- Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave by Adam Alter
- UK's Behavioral Insights Team