Ep 95 – Decision Science & Legal Marketing

Ep 95 – Decision Science & Legal Marketing

On the show today we talk about decision science, behavior and legal marketing & advertising with Nika Kabiri from Kabiri Consulting.








Understanding and Improving Decision Making Will Decidedly Become a Greater and Greater Priority For Everyone

Today’s Hot Take is “The Mechanics of Choice” by Eric Wargo on Psychological Science .org. He writes:

“Hardly a minute goes by in our lives when we don’t make them. Decisions can be as small as our choices of words or what to have for lunch, and they can be as big as how to plan for retirement or what treatment to choose for a disease. They can balance certainties against risks. They can balance short-term gratification against long-term benefits. They can clearly be right or wrong — but often enough, they involve likelihoods and possibilities that are uncertain, even in the light of all available information.”

This is the heart of it all – marketing, business development, legal tech – understanding how decisions are made is key and I wish more marketers dove into this stuff without the desire to brainwash people – understanding this is to use it concert with nature, not against it for crappy products that will fail. People are more averse to loss than gain.

“In a world ever more awash in choices, people become constant deciders. And the stakes of our decisions — and the consequences of errors — are growing.

“Errors induced by biases in judgment lead decision makers to undersave for retirement, engage in needless conflict, marry the wrong partners, accept the wrong jobs, and wrongly invade countries.”

In a knowledge-based economy . . . a knowledge worker’s primary deliverable is a good decision. In addition, more and more people are being tasked with making decisions that are likely to be biased because of the presence of too much information, time pressure, simultaneous choice, or some other constraint. [And] as the economy becomes increasingly global, each biased decision is likely to have implications for a broader swath of society.

In such a world, understanding and improving decision making will decidedly become a greater and greater priority for everyone.”

Helping Businesses Effectively Influence Consumer Behavior and Make Better Decisions

Nika Kabiri has spent over two decades studying how people make decisions in a variety of contexts, including society, business, and politics. She received her PhD and Masters in Sociology at the University of Washington, a JD from the University of Texas School of Law, has led research projects for clients in the non-profit, retail, tech, and legal sectors, including directoral stops at Avvo and “Ipsos” a market research company.

Now, Nika brings her unique combination of market research expertise, consumer behavior insights and rigorous academic training to Kabiri Consulting, which helps businesses effectively influence consumer behavior and make better decisions on their own – we are very grateful she could find the time to join us today.

Learn more about Nika Kabiri HERE

Get More Information About Decision Science, Legal Consumer Behavior, and Data Based Marketing

Be sure to listen to the entire podcast episode for information and conversation about why people make the choices they do, how to use data to understand decisions and how to apply these principles to everything in your life.  If you want more LAWsome subscribe to the show on your favorite podcast platform, and for the latest in legal marketing insights and information be sure to subscribe to the Consultwebs Newsletter here –>SUBSCRIBE<—