A lot of customer knowledge may be a dangerous thing

Rory Sutherland

This article discusses the customer tendency to "satisfice" - decision making to avoid disappointment.

A lot of customer knowledge may be a dangerous thing

Rory SutherlandOgilvy

The more data we have on customers, the less patience they have with our failures.

I went to see Rossini's La Donna del Lago a few weeks ago. It cost £12.50. The reason it only cost £12.50 was because I watched it at my local Odeon multiplex cinema in a retail park outside Tunbridge Wells, transmitted live1from the Royal Opera House. The cinema was packed. I'm not surprised. Because (don't tell the organisers this) I would have happily paid more to enjoy it...

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