"The Illusion of Choice: 16 ½ psychological biases that influence what we buy" - Richard Shotton
Sweathead, A Strategy Podcast
Is There a Bias in Number Three?
Every document is an opportunity for you to practice this. Two specific ways to apply this: use a different dictionary and don't talk about 'empowerment' I think some of it is driven by the selfish motives of the research industry. The experiment that I talked about, two questions on a survey didn't have to add any cost anything in terms of recruitment. And it took about an hour or two work. If they're not expensive, there's two massive benefits which are you can do them all through the year, rather than just one big annual project. Also if costs are low, you can test things that you are completely uncertain about what the answer might be.
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