When is a choice not a choice?

Given the limitless nature of the internet. How do users limit choice?

Although infinite choice may sound like free trade Nirvana, choice only works when you can compare and contrast between options. That works for a dozen or so choices. But what do users do when the choices on offer run to thousands?

We’re currently running some research which is throwing up some interesting mechanisms being used to filter a selection shortlist. I’m amazed at how people have adapted one of the internet’s great tools and made it work for them – and thrown the basic premise of this tool on its head (Can you throw a tool on its head?) in the process.

More soon.