Articles Posted in Behavioral Science


Finding a Balance: Why & How to Tap Into the Emotional and Rational Sides of your Consumers

In late October, the World Health Organization issued a report indicating that processed meats raise the risk of colon cancer and consuming red meats “probably” raises the risk of cancer as well. Based on my very unscientific review of reactions to the report, I noted a tremendous amount of variability. Many in the scientific and medical professions…

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The Link Between Device-Neutral Concept Testing and Behavioral Economics

This is ostensibly supposed to be a blog article encouraging you to come hear Ipsos speak at the upcoming Marketing Research in the Mobile World (MRMW) conference. The conference is being held May 19-22 in New York City, and Jiongming Mu (Ipsos Marketing Sciences VP and forecasting guru) and I are presenting Ipsos’ revamped approach…

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The New Shopper Research Imperative — Hiding In Plain Sight?

Is a new shopper research imperative emerging? I had been in shopper research for quite some time and began to think that something was missing. Oh, don’t get me wrong, the industry had solutions and they worked — it just seemed like we weren’t getting to a granular understanding of how and why shopping decisions…

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Neuroscience: Three Major Shifts to Keep in Mind

We know that much of consumer buying behavior is driven by emotion. So, the ability to understand emotional response is critical to comprehending what may be the most influential driver of business success. And yet, powerful emotional response  so often resides in the non-conscious parts of our brain. How then, can we as researchers harness…

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