A nudge in the right direction
Marketers have spent too much time focusing on persuasion models but, explains Rory Sutherland, by looking at behavioural economics and change techniques, they can regain their business reputation
About a year after I started work at OgilvyOne (which, back in those analogue days, was known as Ogilvy & Mather Direct) we performed a series of tests to determine whether mailings to BT customers should allow people to reply by telephone, by post or by their choice of either. I think the origins of the test may have lain in BT's understandable belief that, where...