What We've Learned

We assumed

We assumed that more options meant more personalisation — that giving people a wider selection would help them feel the vote was genuinely open and unconstrained.

What happened

Drop-off tripled when we offered six choices instead of two. Faced with too many options, people either defaulted to the first choice on the list, asked us to decide for them, or left without voting at all. The quality of engagement fell. Comments became less considered. The richness we'd hoped to surface disappeared into the noise of too much choice.

What we do now

We cap every vote at three options, and we're honest with brands when a fourth option they want to include is really just hedging. The discipline of choosing which three decisions to open is itself a valuable exercise — it forces clarity about what the brand is genuinely willing to share.