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|Author(s): Orlando Wood, Alain Samson, Peter Harrison
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Ethnographic Research, Observational Research, Netnography (Analysis Of Web Behaviour), Neuroscientific Techniques , Innovation
ESOMAR Congress 2011 Award Nominee - Best Methodological Paper
ESOMAR Congress 2011 Award Nominee - Best Paper Overall
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Traditional economists would have us believe that people are rational, utility-maximising, costminimising and socially isolated individuals with stable preferences. This view also pervades market research and our practices, but is being challenged by a relatively new field in the social sciences, known as Behavioural Economics (BE). This paper provides a new framework for understanding BE and identifies some of the influences on behaviour the research industry regularly overlooks. It shows how BE has been used to develop a new mass ethnographic approach – The Behavioural Detectives.