Like many, deciding on dinner can be a nightly struggle. The recurring question, “What Food Am I In The Mood For?”, often leads to a frustrating back-and-forth. Italian? Nah. Tacos? Not really. Pho? Yes, that’s it! This common scenario begs the question: why is choosing food so difficult, and what does “in the mood for” truly mean?
The core of the issue lies in the emotional aspect of decision-making, often subconscious. When deciding as a group, finding alignment hinges on emotions we can’t quite articulate. We rarely dissect why we crave Pho over tacos; we simply feel it. It’s a relief to finally decide, ending the endless questioning.
But let’s delve deeper into the “why.”
Perhaps our food-mood is connected to the feelings evoked during and after the meal. Some foods feel like special treats, influenced by restaurant atmosphere or past emotional connections, minimizing the food’s inherent qualities. Or perhaps biological factors are at play. Water tastes incredible when we’re parched, suggesting our bodies crave specific nutrients, influencing our choices. The power of advertising can also be a driver. A tempting burger commercial can plant the seed of desire.
The irony is that this dinner dilemma is universal, yet rarely analyzed. This is crucial for brands and businesses aiming to align their value propositions with customer needs. But how do we achieve this when customers themselves are unaware of their decision drivers?
In customer insights, this is a key question. One effective approach is through feedback surveys. Recognizing that decision-making is more emotional than logical, the questions should reflect this. Frame topics within narratives or story-driven contexts. Offer response options with humor or relatability, avoiding dry, literal choices. Evoking emotion can shift the survey taker’s mindset, tapping into those subconscious emotional decision drivers.
Consider this when building your next customer feedback survey. Go beyond logic and literal questioning, as our decisions are often fueled by subconscious emotions. And the next time you’re debating “what food am I in the mood for?”, bringing this up with your group might just expedite the process—or at least provide some amusement!
