Reality Check: Re-establishing context at the heart of intelligent research
Bob Cook and Jessica SalmonFirefish, UK
Introduction
Behavioural economics continues to gain popularity and importance on both the client and practitioner side of the market research equation. In doing so, it introduces a new paradigm for market research to exist in. For some this is a dark world where the credibility of the industry and its work comes under question, as the traditional mainstay qualitative methodologies struggle to cope with the need to understand the instinctive, non-rational forces that really guide our behaviour. For others, it provides an...