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Cognitive psychology and behavioural economics confirm what good researchers have always known: that human needs and motivations do not emerge or thrive in a vacuum, and how they come alive as consumer behaviour is complicated.
For research to be truly valuable and make the difference between standing still and achieving growth, it needs to provide an understanding of the complex relationship between needs and behaviour. And the key is context. To appreciate it, researchers must 'know' people at the individual level: their psychology, motivations and habits. Not only do they need to be acutely alert to social norms, evolving trends and passing fashions, but they should also understand the wider cultural and environmental contexts which people inhabit.
In The value of context, Anjali Puri explores how good qualitative research draws on behavioural economics to look beyond wants and needs, and uncovers the true drivers of consumer behaviour.
Appreciating context can help us to build an understanding of habits, and neuroscience further informs us; In Breaking the habit code, we discuss how habits are formed and the ways in which brands benefit from these insights.
If you would like to discuss any of these articles, please do get in touch.
Rebecca Wynberg
CEO TNS Qualitative
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Or what qualitative research can learn from behavioural economics. Read more |
How habits are formed and the learnings |
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TNS appoints Doug Maclay as Head of TNS's Qualitative practice, Middle East TNS agrees to acquire automotive specialist, Sinotrust Market Research in China Rebecca Wynberg receives an MRS Fellowship in recognition of her exceptional contribution to TNS recognised in WPP's Atticus Awards |
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Qualitative research has become a commodity and is in danger of losing its power to shape business strategy. Read more |