Behavioural science, like Lewis Carroll's Through the Looking-Glass[1] published in December 1871, is about making sense of Alice's fantastical world where she finds that, just like a reflection, everything is reversed, including logic (for example, running helps one remain stationary, walking away from something brings one towards it.

Just as we can make sense of the nonsense poem "Jabberwocky", so too we often assign familiar and friendly nick-names to the people and places we care about.

In chapter viii of Through the Looking-Glass, “It’s my own Invention”, the White knight rescues Alice from the Red knight, after which they discuss the differences between a name and what we call it, a summary might be the following:

  • The name of the song is called "Haddocks’ Eyes";
  • The name really is "The Aged Aged Man";
  • The song is called "Ways and Means";
  • The song really is "A-sitting On A Gate"

Real life doesn't get any easier: We might have a restaurant registered at Companies House in the name of "Acme Italian fast dining" trading as "Fast Fettuccine", known by some customers as Luigi's or Maria's and still others as "The Restaurant at the End of the Universe". This makes perfect sense when you remember that people (mostly) buy from other people and people tend to anthropomorphise.

How can customers hope to find the right business on Google places, Trip Advisor or your own website when there are so many competing choices.

One easy answer is QR Codes. Using an exact URL that customers can point and click taking them to exactly where they should be. The best part is it's also easy.

Most importantly, thanks to the ease and speed of point and click, their memory will be fresh enabling a more accurate and relevant response following any prompts you might offer.

Another advantage of offering your customer an exact destination, they don't get distracted, don't have to scroll past potential competitors and the landing page is exactly as predicted - almost effortless.

Anything that can be put into a URL can be encoded as a qr code, for example it’s straightforward to add any Google Analytics tags to track any piece of information.

Click the in the menu for a working example of a qr code to this page.

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1) Link to Lewis Carroll's Through the Looking-Glass at project Gutenberg: