Planting a Seed for Behaviour Change – Shaping the Future Now
Vivek Banerji, Takashi Takenoshita, Berangere Bragard
This article illustrates the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. In recent years, the market research industry has fallen in love with the idea of "insight", and is rapidly rebranding itself as the consumer insights industry. However, in the discourse on insights, there increasingly seems to be a...