Welcome to Dectech’s podcast, Predicting People! In this thirteenth episode, Dectech’s founders, Dr. Henry Stott and Professor Nick Chater, dive into the critical question of product suitability - or as they prefer to put it, how to delight customers by offering the right products. In particular, they explore the many ways product ranges can go wrong, from dominated andmissing options to the asymmetry of information between sellers and buyers. They also discuss how human psychology, including the instability of our own preferences, makes choosing the "right" product far more difficult than it appears.

Drawing on cognitive science literature and years of practicalexperience, Henry and Nick uncover why aligning products with customer needs is commercially essential. They outline how thoughtful product design and clearer communication can help steer people towards choices they will actually be satisfied with, even in a world where none of us quite knows what we want.