Much of market research still relies on self-reported answers. We ask people questions and assume they can accurately describe how they go about making decisions – and typically also that they rationally consider all the factors before doing so. These are not realistic assumptions.
Our decisions are influenced by context, habits, intuitive factors, fleeting thoughts, and gut reactions that these questions cannot capture. Worse, they may actively introduce biases and distortions.
In a recent webinar, Branding Science experts Anne-Sophie Lenoir, PhD, and Jess Finney talked about how to avoid these pitfalls by leveraging learnings from behavioural science to craft more insightful, less biased qualitative and quantitative research – from design, through to recruitment, and to analysis.
Click here to read our latest article for a summary of their key findings.
Missed the webinar? No problem – you can watch it on demand by clicking here.
Get in touch
Dr. Anne-Sophie Lenoir, Director – [email protected]
Jess Finney, Brand Scientist – [email protected]