Customer feedback alone may not reveal true intentions in decision-making, Automatic enrollment drives retirement saving behavior.
Behavior diagnosis reveals small steps leading to behavioral outcomes and uncovers key insights for product enhancement.
Deep dives
Understanding the Gap between What People Say and What They Do
The podcast explores the disparity between what people claim they will do and what their actual behavior reveals. Traditional methods rely on customer interviews, assuming that answers will reveal true preferences. However, behavioral science suggests that direct inputs may not reflect real intentions. For instance, when asked about saving for retirement, most participants cited financial constraints, but behavioral studies showed that automatic enrollment was the actual driver, revealing the limitations of relying solely on customer feedback for decision-making.
Behavioral Diagnosis for Insightful Product Development
The discussion emphasizes the importance of a behavioral diagnosis to understand decision-making environments and drive the desired behaviors. By meticulously analyzing small steps leading to behavioral outcomes, insights are gained. For example, scrutinizing user interactions revealed that eliminating an empty text field in a survey significantly increased conversion rates. Through a rigorous behavior diagnosis, organizations can uncover key insights for product enhancement.
Barriers and Benefits in Behavior Change
The podcast delves into barriers and benefits in behavior change. Logistical barriers, such as unnecessarily complex processes, and cognitive barriers, like decision overwhelm, hinder desired actions. Conversely, benefits capitalize on present bias, where immediate advantages are prioritized over long-term goals. Examples include simplified interfaces, leveraging social proof, and creating scarcity to propel users towards desired behaviors.
Measuring Success through Behavior Change Experiments
The episode emphasizes the significance of conducting experiments to measure behavior change success. By designing controlled tests, organizations can validate hypotheses and identify effective interventions. Focusing on key behaviors and aligning them with customer metrics, such as engagement and retention, ensures targeted outcomes. Establishing a structured approach to behavior change testing enables product managers to drive informed decision-making and enhance product effectiveness.
Kristen Berman CEO and co-founder of Irrational Labs shares her take on how behavioral science can fundamentally change product management, as well as how to conduct behavioral diagnoses — and what Seinfeld has to do with any of it.
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