Product designers struggle all the time when trying to create optimal product experiences that drive sales and action.
The biggest hurdle often isn't consumer behavior, it's hippos. HiPPO stands for: the Highest Paid Person's Opinion." HiPPO's are bosses, and their bosses, the VP of Markeing, COO, CTO, CEO, etc." who, usually unilaterally, make key decisions about the product.
In the past you did not have too many options to counter a HiPPO. But now there are a range of analytic tools that can arm you with data to counter the HiPPOs and reveal what actual consumers really respond to.
via; MarketingProf's Daily Fix and Boston Business Blog
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