As marketers and CX professionals, we care a lot about what our customers think. No opinion matters more than theirs. So, we often ask them for it. “What did you think about this? Did you enjoy that? Which would you prefer? Please choose, please rank, please describe…”
What if we told you that most of the time… people have no idea? That’s a theme that is consistently emerging from the field of behavioral science. We think we know what we want, but the truth is, the neural mechanisms and ingrained biases driving our decisions lie far beneath the layer of consciousness accessible to us when articulating our experiences or predicting our choices.
In this article, we’ll explore what’s driving our decisions and motivating us when articulating our experiences.