We live in an age of over-saturation. From coffee shops to content, every day, the average consumer is faced with a multitude of choices.
So, how do we decide which option to go for?
Various factors come into play — recommendations and referrals from trusted sources like friends and family, for example. We tend to value these suggestions above all others because they come from people who know us; we take confidence in the knowledge that their recommendations are based on their understanding of what we like.