The 'irrationalisation' of surveys: Using behavioural economics to improve research results

This paper argues that survey techniques which reflect behavioural economic insights, such as discrete choice modelling, outperform traditional techniques for predicting real world behaviour, such as the monadic test.

The 'irrationalisation' of surveys: Using behavioural economics to improve research results

Kevin Karty, Jeffrey Henning, Janet Thai, Bin Yu and Steve LamoureuxAffinnova, USA


One of the most popular methods for assessing the likely success of innovations ranging from new products to product refreshes to new positioning is the monadic test.

The monadic test represents a desire to be as clinical and rational as possible when asking a respondent to evaluate a product or concept. A concept is shown to a respondent in isolation, often devoid of the context under which...

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