How to Benchmark Innovations in the Age of Abundance
Stressed Senses, Flooded Brain and Limited Exposure
The modern shopper is exposed to an overwhelming number of options, between 20,000 and 40,000 SKUs in a typical grocery store, and up to 200,000 in a home improvement store. Yet how many of these do we truly recognise or recall?
Unless you work in the industry, it’s likely you’ll recognise less than 10%, possibly even below 1%. This is a result of both limited exposure as a shopper and the natural cognitive constraints we face as humans.
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