Phillip Jackson

speaker

369 appearances 1 recordings 1 series first heard Jan 2026 last heard 12 Jan

Phillip Jackson’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 1 in all, peaking in Jan 2026 with 1.

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What we did was we took three different shop sites.

I believe it was like Pottery Barn,

We took a luxury site and I believe we took target.com and we took users across different.

I want to say it was a study of a few thousand consumers in English speaking nations of household incomes of 50,000 and above.

And so we we stripped off the header bar.

So they didn't get to see the logo.

And that's the only change that we made.

We hide the logo.

And we basically asked them a battery of questions.

And it was effectively this.

Like, which brand is more premium?

And when you remove the logo or the color...

Every brand is reduced basically just to a function of price.

Like you cannot tell one brand's more premium function from another because everything is reduced down to pattern recognition.

And that to me signaled that we were in a mass homogenization state in the way that we design for experience in e-commerce.

So now users are great at pattern recognition.

So what's it overlooked or a surprising way that a shopper is evolving?

Well, they're really good at spotting things like dark patterns, inflated discount, fake urgency, but they love novelty.

They really love novelty.

And they're starting to use things like ChatGPT and Perplexity, which is novel, to find ways around the... Find coupon codes.

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