The Bottom Line

Too much choice?

If you've ever felt bamboozled by the sheer range of biscuits at your local supermarket or in a quandary over which pair of headphones to buy from the plethora on offer, then you're not alone. Studies suggest that consumers can struggle to make decisions when there is too much choice. So how much choice should businesses offer their customers? And how can retailers help us navigate the dizzying array of products out there?Evan Davis brings together a perfectly chosen group of experts to discuss.GUESTSDr. Paul Marsden, Consumer Pscyhologist, Business School, London College of Fashion , University of Arts LondonLaurence Mitchell, Buying Director, Electricals and Home Technology, John Lewis Partnership Donna Smith, Managing Director, Thursday Cottage Ltd.andPaul Stainton, Retail Consultant, IPLC PRODUCTION TEAMProducer: Julie Ball
Researcher: Marianna Brain
Editor: China Collins
Sound: Rod Farquhar and Neil Churchill
Production Co-ordinators: Sophie Hill and Siobhan Reed

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.