“Minimizing” is in, and “supersizing” is out, according to a new report from the Hartmann Group called “Portion Control from a Consumer Perspective.” One can’t help but wonder if this is viral, which is to say that a meme is afoot. If so, we’ll see huge changes in the way that virtually everything is perceived. Minimizing, streamlining, “portion control” — not just in terms of obesity, but also in terms of code, in the bulk and heft of products.
Soon, the learning management system as we know it — the “super-sized” version — could be replaced by smaller, easier-to-digest presentations.
Translated into the e-learning, the “meme” or “viral trend” could mean that consumers will want:
a) small bite-sized downloadable chunks (audio and/or video);
b) discussion boards that are accessible via smartphones and handhelds; with posts possible via e-mail;
c) “lite” or transparent structure, without the labyrinth of endless clicks,
d) no more bulky authentication, and the need to download plugins ranging from java to activeX.
Here’s what the Hartmann Report had to say about food, which seems to be a perfect metaphor for e-learning products. Consumers are most daunted by portion-control while dining out, says the report, and by personal notions as to what constitutes a “normal” serving. Subsequently, consumers are seeking greater variety and quality in single-serve packaged goods as well as more individualized attention from supermarket food courts and deli’s.
If you’re interested in the original report that gave rise to this meditation on the nature of memes and how they may translate to other fields, here’s a link to the report. The Hartmann Group’s report examines food service preferences from a behavioral viewpoint and provides insights for manufacturers, restaurant operators and retailers who work with consumers on moderation. One chapter examines the relationship between consumer demand for single-serve or portion-controlled products, and retail and manufacturing’s response to the demand.
Here’s a link to wikipedia’s entry on “viral video.”
Posted by Susan Smith Nash.
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