Fun, fast and easy: Research's war on rationality

This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions.

Fun, fast and easy: Research's war on rationality

Tom EwingBrainJuicer, UK

Introduction

Market research has often crossed paths with psychology. Whole disciplines of research have been shaped by advances in our understanding of the mind. In the early part of the 20th century, for example, researchers saw the revolutionary potential of Freudian ideas of the unconscious for understanding consumer motivations – it was one of the strands which led to the birth of qualitative research.

Now, at the start of a new century, there are new bodies of work which look set to have a similarly seismic impact on...

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