Inconveniences are engagement tools

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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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