A new study found that if you have a UK Birmingham accent, you are likely to be perceived as less intelligent than if you have a Yorkshire accent – in fact a Birmingham accent will make you sound more stupid than silence.
A friend of mine spent hundreds of thousands of dollars on making his online service a few tenth of a second faster.
What’s the connection? Are people with certain accents really more stupid than others? Do people using online services really care about improvements that range in the tenths of seconds response time?
No – it’s the hidden or unconscious associations that lead to perceptions that make all the difference. In the case of Birmingham, people associate the city with crime, unemployment and other negative things – leading to the perception that people with a Birmingham accent must be less intelligent than others, including silence. In the case of speed of online offerings, people associate that with ease-of-use. If you enter a query and the results come back in a jiffy, you will perceive that service as really easy-to-use.
So do you know what your customers are unconsciously associating with some of your product or company attributes?
It could make or brake your offerings…