We process information better when put into small groups
The same information presented in a form that is easier to process has a significant effect on our ability to first read and then remember it.
Mathy & Feldman (2012). What’s magic about magic numbers? Chunking and data compression in short-term memory. Cognition.
The study
48 people were shown 100 sets of numbers of different lengths, split up into a number of smaller chunks. After seeing each set, they were asked to recall the numbers in a memory test.
The results found that, on average, people were good at remembering about 7 numbers and 4 chunks before memory errors started kicking in.
Mathy & Feldman (2012). What’s magic about magic numbers? Chunking and data compression in short-term memory. Cognition.
Key Takeaways
Chunk for clarity.
Our short-term memory is limited, so whether you're designing a food menu or trying to share a new idea, prevent Analysis Paralysis by breaking information down into 3-5 smaller bites that are easier to process.
Chunk requests.
If you're asking for a lot of info from customers, how can you break the task into more manageable segments? Data capture company, Typeform are a great example of this, turning the concept of chunking into a core USP for its data capture products.
Chunk for long-term understanding.
Boost knowledge retention by structuring each chunk learned to build upon what was learned in previous ones. Repeat past chunks to build a strong, modular connection between fragmented bouts of learning.
Language app, Duolingo does this in an engaging visual way.
In further detail
We process information better when put into small groups
The same information presented in a form that is easier to process has a significant effect on our ability to first read and then remember it.
Mathy & Feldman (2012). What’s magic about magic numbers? Chunking and data compression in short-term memory. Cognition.
The study
48 people were shown 100 sets of numbers of different lengths, split up into a number of smaller chunks. After seeing each set, they were asked to recall the numbers in a memory test.
The results found that, on average, people were good at remembering about 7 numbers and 4 chunks before memory errors started kicking in.
Mathy & Feldman (2012). What’s magic about magic numbers? Chunking and data compression in short-term memory. Cognition.
Key Takeaways
Chunk for clarity.
Our short-term memory is limited, so whether you're designing a food menu or trying to share a new idea, prevent Analysis Paralysis by breaking information down into 3-5 smaller bites that are easier to process.
Chunk requests.
If you're asking for a lot of info from customers, how can you break the task into more manageable segments? Data capture company, Typeform are a great example of this, turning the concept of chunking into a core USP for its data capture products.
Chunk for long-term understanding.
Boost knowledge retention by structuring each chunk learned to build upon what was learned in previous ones. Repeat past chunks to build a strong, modular connection between fragmented bouts of learning.
Language app, Duolingo does this in an engaging visual way.
In further detail
We process information better when put into small groups
The study
48 people were shown 100 sets of numbers of different lengths, split up into a number of smaller chunks. After seeing each set, they were asked to recall the numbers in a memory test.
The results found that, on average, people were good at remembering about 7 numbers and 4 chunks before memory errors started kicking in.
In detail
Scarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Priming
Our decisions are shaped by memories recalled from things just seen or heard
Anchoring
What we see first affects our judgement of everything thereafter
Autonomy Bias
We have a deep-seated need to control our situations
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Status Quo Bias
We tend to stick with our previous choices, even if the alternatives might be better
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Round Pricing Preference
We prefer and trust whole numbers over those ending in a 9
Salience
Our choices are determined by the information we're shown