Behavioural economics: Where the real truth lies

This article argues that, when trying to understand consumer purchasing decisions, mixed-methodologies are most successful.

Behavioural economics: Where the real truth lies

Gareth PughIpsos UU

From the traditional focus group, to button camera observation, research aims to understand consumers' often-unconscious purchase decision-making, but most success comes from mixed methodologies – observation, plus follow-up questions – argues Gareth Pugh of Ipsos UU.

Human beings are complex creatures, wearing many different psychological and behavioural roles or 'skins' – as shoppers, as consumers themselves, and as choosers and influencers of family members' experiences and lives. And, sometimes, we don't even know we are enacting some of these roles and scripts.

All of this adds to the marketer...

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