Context, Constraints and Dating
Imagine, you are in a shopping mall and there are these two kinds of stores; the first one is vibrant, with an ambience that is welcoming and immersive. The staff is welcoming and you are encouraged to try out stuff, and the store is frequented by a young crowd. However, when you look at the second store, the door closes behind as soon as you enter the store. The products are placed behind the counters and the overall ambience is quite formal and you don’t find any young people indulging in this store.
Which store will you prefer entering? Are you able to decide or need more information? Let me help you with more information. Store 1 is a clothing and accessories store, while store 2 is a jewellery store. If the additional information was not provided then, just going by the description you were most likely to pick store 1. One of the key reasons is that, as a shopper, what appeals to you is the ambience, enticing storefront and movement of the crowd — which the first store clearly demonstrated.
Let’s look at another scenario. Think about your favourite song and try singing it — not from the beginning, but midway. Are you able to do it? You definitely have trouble remembering it. In all likelihood, you will hum the song in your head and then begin from a random (midway) spot. The reason being, that we are tuned to remember songs either from the beginning, the start of the verse, or at a natural break point in the song.
Patterns consist of context (environment) and constraints (levers)
Interplay between Context and Constraints
In the first instance, the additional piece of information is aligned to, who you are and what are you looking for? It helped you build a context, enabling you to make relevant choices. In the second instance, you were looking for a familiar cue to begin the song. These cues have been programmed based on your past experiences of listening to songs and being aware of the song construct (template) at the subconscious level.
Both instances validate the fact that our mind reads in patterns, which have been created by disparate chunks of information (knowledge bytes aka concepts), aggregated over a period of time. Patterns consist of context (environment) and constraints (levers), which shape our thought process, how we prioritise information and ignore what’s not relevant.
Leveraging Constraints
The word, ‘constraint’ does have a negative connotation. The definition of a constraint is something that imposes a limit or restriction or that prevents something from occurring. But when used in the right context, constraints play a critical role, as they help us define boundaries and enable us to anchor our thought process — making it better and more efficient.
Working on tasks illustrates the role of constraints. Deadlines, budget limits, time crunch, and much more enable us to stay on track and help us optimise our efforts. Another example is the way questions are presented on the show Kaun Banega Crorepati (Who wants to be a millionaire). The participants are presented with 4 options (as a cue) to choose from, along with the question. These options are basically constraints that improve the decision-making of participants, thus reducing the time spent per question.
From a behavioural standpoint, constraints can exist in two forms — time and situational. The time constraint is simply an expression of when the behaviour should execute. Whereas, situational constraints are contextual and dynamic in nature, with a lot of variables at play — individuals, experiences, environment, etc. Let’s understand this through the world of online dating apps.
For the seeker, the crucial dilemma is not which suitor to pick, but how many suitors to even consider.
Dating Profiles — Leveraging Constraints
Over the years, the world of dating has undergone a rapid digital transformation, with dating apps ruling the roost. The key value proposition is built around putting the users at ease by taking out the in-person awkwardness — less intimidation and more control. The success of these apps hinges on user personalisation and tailored experiences. This is where the intuitive interface of the app comes into play, which encourages users (seeker) to swipe through profiles (suitor) in rapid succession — tapping into the subconscious decision-making process.
For the seeker, the crucial dilemma is not which suitor to pick, but how many suitors to even consider. There are surely differences in how men and women use the online medium, but both make decisions with limited information. In such a scenario, the bio of the suitor becomes mission-critical in creating a first impression, which alludes to the seeker. The constraint of creating a crisp bio (name + short description + picture) is the definitive way of improving probability of the seeker swiping right (accepting) versus left (rejecting).
To sum up
The interplay between constraint and context is really powerful when it comes to enabling individuals, improving the efficacy of making choices and decision-making. In the right context, constraints are a boon.
What do you think about the role of constraints? Would love to hear your thoughts.
Until next time!
~ Sajid
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