Anchoring is a cognitive trait that causes us to rely too heavily on certain pieces of information when making a decision, such as an up-until-then trusted brand name selling us a lemon.
Perspective bias is a form of subjectivity or self-selection where we are unable to divorce our own prejudices and experiences from a decision.
Both exist. Both are prevalent. And both cause problems.
When you are a researcher, you need to ensure all information is communicated clearly. This could be rewording technical jargon, removing colloquialisms or introducing cultural as well as literal translation for foreign language work. For instance, if you want to know about the video on demand market and the effects of Hulu among US residents then you shouldn’t use the phrase video on demand. That’s pay per view. Hulu is online video.
When you are a design engineer, you need to realise that someones opinion of your new product is going to be rooted in what they already know. While this new flat-screen TV may be twice the size of my old CRT, it takes a bit longer to start. This new laptop may have high-speed wi-fi and bluetooth, but the keys are a bit harder to type on. This car has great handling, but where is the cup holder?
When you are a metropolitan advertising buyer looking after a mass market brand, you need to consider that while you may hate that prime time “drama” on ITV1, it appears that 7m of your potential customers don’t.
When you are a social media expert/rockstar/heavyweight champion of the world (delete as appropriate), you may think that your actions cause ruptures into the fabric of society. But do they? Motrin don’t think so.
When you pontificate that a brand is dying, have you taken a health check out of your immediate eyeline?
Incidentally, I like that tech companies are based in a valley – it acts as a nice metaphor for the echo chamber and short-sightedness of so many of the “end is nigh” kool-aid drinkers that seem to have a voice disproportionately larger than the size of their other senses.
Anyway, I think that is enough snark for one post. The point I want to make is that we should do our best to identify a frame of reference – it could be a good thing in the case of designers trying to improve their product or a bad thing when a researcher is trying to design a survey for a country that they have never visited, but it should be sought.
Some in advertising may disagree as it promotes the rational over the emotional – it suggests we methodically compare products rather than be captured by a glass and a half full of joy. My subjective opinion is that emotional advertising works only when we are overfamiliar with a product. I know what a chocolate bar is, and I know what Dairy Milk tastes like and the ad does a good job at reminding me of these facts.
But when it is a new product, that emotion isn’t enough. The ad wouldn’t have had the same impact if it were advertising an everlasting gobstopper. I need to know the functional benefits – why should I change my behaviour? What do I get out of it? The reason is the key.
Of course, the best campaigns can combine both the functional and the emotional. “1,000 songs in your pocket” tells me why an iPod is an improvement on a walkman in a memorable soundbite.
To use an old cliche, we need to walk a mile in other people’s shoes. Look through someone else’s eyes. To take a recent example, a few of my colleagues recently held a session where they showed people who had never before used a computer how they worked. Can you conceive of that? I can’t. These people had never picked up a mouse. Seeing how they interacted with it, and how they overcame the initial trepidation to complete a few simple tasks would have been a fascinating reminder into how what we take for granted is completely alien to another group of people.
Ultimately, it is the little things that matter. Just because we think something is fine doesn’t make it fine. Second, third and fourth opinions should be canvassed. Different perspectives sought. New angles explored.
We shouldn’t be complacent.
Image credit: http://www.flickr.com/photos/ranopamas/
Filed under: advertising, design, research | Tagged: advertising, anchoring effect, Cadbury Dairy Milk, cultural bias, cultural translation, international research, perspective bias, research, social media experts |