We all love a good discount. But when the math is exactly the same, which format wins consumers’ hearts — and why?

In this episode, I chat with Quals.AI about a fascinating qualitative experiment where we pitted four promotional offers for a £20 product against each other using a random elimination method:

🟠 50% Discount, 💷 £10 Discount, 🛍️ Buy 1 Get 1 Free, 🧃 Buy 2 Pay 1

The results weren’t as clear-cut as you might expect. There wasn’t one single “winner,” but rather different formats spoke to different consumer logics: 50% off appealed to clarity and perceived magnitude, £10 off attracted the pragmatic, budget-conscious shoppers, Multi-buy offers like BOGO tapped into emotional triggers — abundance, excitement, “free.”

We discussed how the framing of value activates different parts of the brain — rational vs emotional — and why smart brands should mix promotion types to match different shopper mindsets, product categories, and contexts.

👉 Tune in to hear why “50% off” feels modern and decisive, why “£10 off” is a quiet trust-builder, and why “Buy 1 Get 1 Free” remains the emotional hero of the high street.

#QualitativeResearch #BehavioralEconomics #RetailStrategy #Promotions #Pricing #QualsTalks #ConsumerInsights #FramingEffect #MarketingStrategy