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  • Tailoring to tastes is beneficial, but people still like to be surprised
  • Tailoring to tastes is beneficial, but people still like to be surprised
    Joshua Newton (2017) ©
REPORT

How can brands spark serendipity?

While algorithms are designed to show users exactly what they want, too much personalisation can be stifling. By cracking the ‘echo chamber’ and combating boredom with positive surprises, how are brands injecting a much-needed dose of the unexpected into people’s everyday experiences? 

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