The modern consumer faces hundreds — if not thousands — of choices every day. What to read. Where to shop. What to buy. And each of those decisions takes a mental toll.
And yet, marketers continue to champion more. More choice. More products. More bang for your buck. More features, information, and discounts.
Investing in new technologies, products, and services that add value to the consumer isn’t a bad idea. But our research suggests that more often than not, simplification is the best strategy across the board. We conducted a comprehensive, systematic literature review that looked at hundreds of studies on customer preferences, and found that an overwhelming majority of studies reported simplicity as a top priority for consumers. For example,