Recommendations from Friends

Every time I log into my Netflix account, a bunch of recommendations pop up for shows and movies that the company’s algorithm tells me I would like. I usually don’t pay much attention, because I am almost always already equipped with a running list of recommendations from my friends and family. Call me old school, but when it comes to getting recommendations for just about anything, the valued people in my life remain my most trusted sources of information.

I know I’m not alone in this. Studies on human behavior have illustrated time and again the power of “word of mouth” recommendations. One study found that 92% of consumers say they trust recommendations from friends and family more than any type of advertising. 

Technology has become so sophisticated that Google and AI have an answer for almost any question. I’ll admit to using these technologies myself more often these days, and they can be useful and time-saving, even if reliability of the answers is sometimes in doubt. But when it comes to matters of preference or taste, I would always rather ask my friends and family for recommendations. I feel confident they know me best and have my personal well-being in mind, which is not the case with online sources or technology. And when you ask someone for advice or a recommendation, it’s a great way to initiate connection and conversation, an important reminder that their input matters.

Here are a few of the questions I frequently ask friends before searching anywhere else for answers:

Entertainment: What book (fiction or nonfiction)/movie/play/show/music have you liked recently? Would you recommend it for me? Friends whose favorites often overlap with mine are especially helpful in these realms.

Travel: Where have you been lately that you think I would like to go? How did you manage to get from here to there? Many of my friends travel frequently, especially my friend The Travel Fairy.

Health: Has this happened to you? What do you know about this condition? Where would you recommend that I get reliable information? Some of my friends are medical professionals who are more caring and knowledgeable than online resources, and they can usually point me in the right direction.

Recipes: Have you cooked anything new lately that was a big hit? What do you recommend for an occasion? Some of friends are serious foodies and always know the perfect way to prepare any given menu or have an excellent recipe to recommend.

Jobs: Have you heard of any great opportunities where you think my skills be a good fit? Do you have any ideas for additional sources for my latest area of research? I’ve made friends through professional channels over the years, and we are always exchanging ideas and networking with each other.