A challenge that market research is increasingly facing is why, in a world where behavioural science apparently suggests that are limits to what consumers tell us, do we continue to ask questions?
What is Behavioral Science? What are some principles that are commonly applicable in the market research context? How does Ipsos leverage Behavioral Science in designing, analyzing, interpreting and activating customer experience research?
In this Ipsos Views paper, Pascal Bourgeat takes the helicopter view of behaviour to show that the lens we use is often out of focus and why. He then sets out to show a simpler and clearer view of how (economic) behaviour works from the overlap of various areas of behavioural science, and presents examples from different industry sectors.