Long before social media and online surveys, shopkeepers relied on a simple measure of customer sentiment: whether their customers were smiling.
In this short episode, Fred Reichheld and Rob Markey share the story behind the Net Promoter System's signature smiley face icons, and discuss how one number can become a powerful learning tool for inspiring lasting change.
Do you shop online differently if the purchase involves clicking buttons vs. dragging an item into cart? Does a product search feel more fulfilling if it forces you to scroll through a vast trove of options? Do your survey responses change if the scale starts on the left or the right?
These are the questions that Jonathan Levav, associate professor of marketing at the Stanford Graduate School of Business, explores. His research looks at the factors that influence consumers’ choices and judgment, such as biomechanics, context cues and product attributes.
In this episode, Jonathan discusses his latest research projects and how businesses are increasingly turning to experimental psychology and behavioral economics for answers.