The value of context, or what qualitative research can learn from behavioural economics

This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour.

The value of context, or what qualitative research can learn from behavioural economics

Anjali PuriTNS Qualitative, Asia-Pacific

This report is based on an original paper first delivered at ESOMAR and subsequently the winner of the prestigious WPP Research in Practice Atticus Award in 2013.

Qualitative research is uniquely positioned to uncover the true drivers of consumer behaviour, but can only do so if it starts to look beyond our articulated wants and needs.

A successful city trader walks into a fashionable New York City bar. As he scans the bottles of spirits behind the bartender, he is excited to...

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