Inconveniences are engagement tools

What they actually are is brands and businesses implementing well thought through approaches to engage with exactly the type of people who will benefit most from their offerings.

It’s a means of user “self-selection”, with the strategic balance carefully weighted towards quality versus quantity and it is an approach any user experience marketer will tell you has been around for ages.

Inconvenience is a relative term and this approach would only be inconvenient to those who don’t really want or need the offering or product in the first place – the eHarmony form is fine for those who really want a carefully selected potential partner and only inconvenient for those who seek a one night stand!

Brendan Tansey
CEO, Wunderman Network UK


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