Hans-Bert Matoul, Stefan Hagl and Michael Wittenberg
H,T,P, Concept, Germany
From Daniel Kahneman (who won the 2002 Nobel Prize with Vernon Smith) to current 'shooting stars' like Dan Ariely who 'predicts irrationality' and Martin Lindstrom (according to Time magazine one of the 100 most influential people in business), so-called 'behavioural economics' or 'neuro-economics' questions how the western world views the patterns that drive people's behaviour and decision making.
Actually, they don't really reveal anything new (at least for psychologically driven research), but they are restoring the power of irrationality to the agenda1 and providing us with a set of useful approaches, inspiring our research.
The main contribution of behavioural economics is that this way of thinking can be a very useful and effective enrichment for qualitative research, in our thinking a welcomed enrichment rather than a danger for our business.