How Much Choice Do Consumers Want?

I met a doctor practicing in the US in Philadelphia. He’d emigrated from a Middle Eastern country to practice in the US. I forget the country.

Upon arriving in the US he was constantly overwhelmed with choices about everything in every category.

In some ways it was distracting and disorienting to him. We tend to just shut things out… unless we’re completely analytical types who thrive on information and then, very often, do nothing.

Who are your customers?

Most want choices and allowing them to “buy into” what you’re doing at a variety of price and service levels (but not too many) is usually the way to allow most of them to buy from you on some level.

For another take on that…

Here’s the answer from Emarketer.com: It depends!