May 18, 2018 - PepsiCo India chief hopes for a fizz in juice segment

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The Irrational User: 8 cognitive biases to keep in mind when building products- Alvin Hsia
The human mind is a wonderfully complex thinking machine. We've developed written language, built skyscrapers, and discovered quantum physics through our collective ability to plan and reason. But despite our intellect and like all earthly creatures, the mental circuitry of our biological ancestors had been optimized by evolution for a world where timeliness was more valuable than accuracy. Optimizations often present tradeoffs. In many modern decision-making contexts, humans are predictably irrational. Many studies have empirically demonstrated these types of systematic deviations, which are also known as cognitive biases or mental fallacies. Neuroscience researchers have shown that cognitive bias is deeply rooted in the structure of our brains; unlikely to go away for a very, very long time. So whether you consider it a bug or a feature, cognitive bias is part of what makes us human.

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