Do We Really Want So Many Choices?

I’ve heard vast numbers quoted about the thousands of choices the average person makes each day. According to a Cornell University study we make 226 choices each day on food alone (I’m sure these have become more focused during this lock-down). As the importance of our choices becomes greater, the need to remove ‘the noise’ is increasingly important - Obama cut down on ‘non-vital decisions’ by wearing only blue or grey suits.

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So, in the context of these stats, we’ve been focusing on how we can use a tiered approach for consent choices to help organisations engage and simplify these choices for consumers, while maintaining transparency. Typically, we work with organisations to present three tiers: all available consent choices (think my account page); a subset for a specific journey (think email unsubscribe); or a highly relevant pop-up with a few choices that can be integrated into a digital journey. Customers can drill through to a more detailed tier if they want to explore more of their available choices.          

Last Thursday I ran our engineering team through our sales demo and a debate started about which of these tiers is ‘best’ – and that’s kind of the point.  ‘Best’ is an individual judgment and will also depend on the context of the decision that is being made.  The consent choice for your personal health records is likely to be viewed quite differently to consent for the latest offers from your favourite online retailer.  There’s no single right answer but we’ve focussed on creating simple tools to enable organisations to build and manage consent journeys that engage with customers and enable them to explore greater choice when appropriate. 

View our product page Consentric to get more info on what we do or get in touch. 

Joe Riley

Joe Riley

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