IPSOS VIEWS: Is the Behavioural Lens Out of Focus?

In this Ipsos Views paper, Pascal Bourgeat takes the helicopter view of behaviour to show that the lens we use is often out of focus and why. He then sets out to show a simpler and clearer view of how (economic) behaviour works from the overlap of various areas of behavioural science, and presents examples from different industry sectors.

In this Ipsos Views paper, Pascal Bourgeat takes the helicopter view of behaviour to show that the lens we use is often out of focus and why. He then sets out to show a simpler and clearer view of how (economic) behaviour works from the overlap of various areas of behavioural science, and presents examples from different industry sectors.

First, we examine some of the many lenses available to look at behaviour and decision-making in particular and how they create different perspectives on behaviour, sometimes at odds with each other.

However from the overlay of these lenses emerges a view of decision making articulated around three major forces (maximisation, emotion and effort). We provide a series of examples of those forces at work in consumer packed goods (CPG), service sectors, technology and retail.

Finally, we examine how different types of research from observational to experimental, from quick surveys to the combination of neuro-measurement methods and an increasing array of digital tools fit within this simple view of decisionmaking and helps find ways to influence and change behaviour more effectively and more efficiently.

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