New frontiers in qualitative research: How to practically apply new learning from across the behavioural sciences to enhance and invigorate qualitative research

Rachel Abbott and Tom Morgan
The Behavioural Architects

Preface

With breakthrough thinking emerging across the Behavioural Sciences, we have more insight today about human behaviour than ever before. As qualitative researchers, who seek to explore and interpret behaviour, these are exciting times!

This paper introduces and explores how learning from Neuroscience, Experimental Psychology and Behavioural Economics can be used to invigorate established methods and pioneer new approaches.

We discuss how this approach can also fuel more effective and collaborative insight application with clients via two case study projects with Diageo.


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Introduction