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this week's Marketing
Is It Simple Enough?
You might be surprised by the top testers recommended by
product engineer David Lieb, who spearheaded the development
of the phenomenally popular app Bump and a later app, Flock,
Both very young and rather old people are the most sensitive
to what psychologists call "cognitive overhead" - the number
of logical connections someone must make to understand what
is before them, Lieb explains. What's needed for something
to catch on is "cognitive simplicity," he says.
For a rapid-fire hit, a familiar concept or interface with
just one easy-to-understand innovation may work best.
Lieb has learned to test new apps not only with the young
and old, but also with drunks. That's right - those who
have imbibed several drinks at a bar. "Drunk people are
great approximations for people in the real world who are
distracted, busy or fickle," he notes.
After a demonstration of the app, tipsy people are asked
what the product does and how to use it. Only if they pass
that test is the item likely to catch on with average, non-expert consumers.
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