From the editor: Understanding irrationality

This editorial introduces the May 2013 issue of Admap magazine, with its special Focus section entitled "Get to the Truth: Researching the Implicit Memory".

From the editor: Understanding irrationality

Colin GrimshawWarc

Behavioural economics with its associated concept of two-system thinking has, thanks in no small part to the popularity of Daniel Kahneman's book Thinking Fast and Slow, rapidly begun to permeate the principles of advertising, sometimes causing a fundamental reappraisal of established industry processes.

In qualitative market research, for example, where focus groups, post-purchase questionnaires and the like have traditionally been used to gather intelligence on consumer behaviour. Here, the consumer recounts what he/she believes to be the decision-making path they took and the reasons why they chose product A over...

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