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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

20+ CX specialists

Life at Renascence

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Services

Comprehensive CX and management consulting for enterprise brands.

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CORE

Customer Experience

End-to-end transformation

Behavioral Economics

Science of decisions

Journey blueprints

Strategy Consulting

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Cultural Change

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SPECIALIST

Digital Transformation

Technology-led CX

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Mystery Shopping

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Org. Transformation

Restructure for CX

Solutions

Structured solutions that turn CX ambition into measurable outcomes.

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STRATEGY & GOVERNANCE

Vision, ambition & roadmap

Benchmark where you are

Operating model & standards

Listen, analyze, act

Turn ambition into action

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DESIGN & DELIVERY

Map & redesign journeys

Design for real customers

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Digital experience design

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Turn complaints into loyalty

CULTURE & EXPERIENCE

Customer Rituals

Moments customers remember

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Policies that protect customers

Industries

A decade of CX transformation across the region's defining sectors.

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BUILT ENVIRONMENT

Developers & communities

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Opinion

Insights, research, and conversations at the frontier of CX.

ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

LATEST EPISODES

Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

Hub

Free tools, templates, and resources to advance your CX practice.

NEW · MANIFESTO

Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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FREE TOOLS

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Interactive learning

Behavioral Biases

The science of CX

Shifts shaping CX

LEARNING

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CULTURE

Burn the Deck — our manifesto

Explore

Diversity Paradox

People favor diversity in theory but prefer familiarity in practice.

Apply this with us All biases

What it is

People favor diversity in theory but prefer familiarity in practice.

The category

A Explore bias — part of the REBEL behavioral library.

Origin

Discovered bySimonson, I. (1990). The Effect of Choice Set Size on Decision Making. J. Consumer Research, 17(1), 158–174.

How it shows up in CX

Customers claim to seek variety but often default to familiar choices in real-world decisions.

CX pillars it strengthens

RecognitionExpectationsIntegrity

How to design with it

1

Balance novelty and familiarity.

2

Offer variety while reinforcing known elements.

3

Reduce paradox effects.

4

Present diversity in a way that feels accessible.

5

Guide selections.

6

Help customers navigate new choices confidently.

The evidence

Participants claimed to prefer diverse snacks but overwhelmingly chose familiar ones when purchasing. In CX, customers need structured guidance to embrace variety.

Supporting biases

Choice OverloadStatus Quo Bias

Opposing biases

Exploration PreferenceNovelty Seeking

Related biases

Aesthetic-Usability Effect

A visually appealing design is perceived as easier to use, even if functionality is identical.

Context Effect

Customers evaluate choices differently based on the surrounding context, significantly affecting their perceptions, decisions, and satisfaction by altering perceived value or importance.

Curiosity Effect

People feel compelled to resolve information gaps, increasing engagement and learning motivation.

Behavioral Biases

Design with behavior, not against it.

Explore more biases, or work with us to apply behavioral science to your customer experience.

Book a discovery call All biases