|Author(s): Stephen Phillips, Abigail Hill
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Ethnographic Research, Observational Research
ESOMAR Best Paper Award 2011/2012
ESOMAR Congress 2011 Award Winner - Best Paper Overall
|PDF version (download)|
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Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from ‘real’ truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just what they say about human behaviour but also how they go about discovering this truth. This presentation demonstrates the Behavioural Economics reasoning behind human behaviour and assesses if, when and how we can use some of these insights to change the way market research is conducted.