I challenge you to look at the girl on the left for more than 10 seconds. Difficult, right? That’s the brain being confronted with something so fundamentally wrong, it actually feels like it hurts to look at it.
[And by the way I screen-captured this from a display ad for an online intelligence quiz / aka information-capture site]
In a recent study, fashion shoppers in an (offline) retail setting were observed while music was played (or not), and the scent of vanilla was wafted into the shop (or not). When both were present, the amount of time and money the young shoppers spent increased significantly.
1% < 0% ?
In the list of strange ways that our minds work, this has earned a ranking place. Research by Mauricio M. Palmeira, and published in the Journal of Consumer Research has found that consumers more readily “get” the value of a low interest rate, than none at all.
When IE Version 2 launched in 1995, they introduced support for cookies. From that day onwards, people worried about privacy.
Originally, Tim Berners-Lee had intended a “stateless” internet - one request, one outcome. Of course, that meant no commerce, no tracking and no personalization. Shortly afterwards, and for these very reasons, Netscape released cookies into their browser in 1994, closely followed by IE. It still took a while for the mainstream press to catch (sparked by an article in the Financial Times in February 1996).
Fast forward 15 years (during which every year was the year that they were about to ban the cookie), and the latest attempt to prevent over-zealous tracking: Internet Explorer (which still has over 55% of the browser market share) will introduce “Tracking Protection” to its V9 browser.
When you’re trying to work out what your customer wants, you have some options. The simplest is to ask them directly – which is of course easier offline. Problem is, people often won’t answer, and even if they do, they may not tell you the truth.
All other choices are implicit – you can look at them (offline), you can watch them doing things, you can track what type of products they seem to like, you could (in a parallel world) take them to a lab and insert electrodes into their brain to see what their thoughts were telling you.