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How customers make decisions: Applying science to improve user experience

from Forbes

Despite advances in business intelligence tools and data analytics, getting into the minds of consumers to predict behavior has proven difficult. While intelligence platforms and big data provide tangible insights, they are limited to establishing patterns or segmenting and predicting behavior. They can’t say why decisions are made. For this reason, businesses are seeking to understand how people make decisions to create better user experiences (UX) which, in turn, increases sales, improves customer satisfaction and reduces costs. more

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