By Gordon Rugg
This article is the second in a short series about finding out what people would really like in life.
The obvious approach doesn’t work very well. If you just ask people what they want, you tend to get either no answer, because people don’t know, or to get low-aspiration responses, for various reasons that are well known in requirements acquisition research.
If, however, you instead show people a range of possibilities, including possibilities that they would probably never have thought of, then their preferences can change dramatically.
This series is about showing people a range of possibilities via images of buildings, which are intimately linked with a lot of other lifestyle choices.
In the first article, I looked at artistic representations of future and fantasy buildings, to see what trends emerged there, and what they could tell us about people’s desires. One trend that emerged strongly was for those buildings to be awe-inspiring, with lofty towers and huge portals.
This, however, raises one of those issues which are so familiar that we seldom think about them. Why are lofty towers and huge portals awe-inspiring in the first place, given that they can be wildly impractical?
Part of the explanation involves human cognitive biases and human preferences, which are the subject of this article.
In this article, I’ll look at those topics, and look at their implications for competition and change, with particular reference to concepts and literatures that give deeper insights into what’s going on.