Leveraging the Irrational Using Qual

View this on demand webinar for a review of behavioral science fundamentals, and its application to qualitative research — from design, to analysis, to activation.

Leveraging the Irrational Using Qual

The author(s)

  • Michele Drennen Moderator, US, Ipsos UU
  • Jesse Itzkowitz, Ph.D Vice President, NA, Behavioral Science Center
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Behavioral Science is a hot topic in our industry, and it’s providing new insight into how people really make decisions.

The fact is, real people don’t always behave rationally. While we make thoughtful decisions about some things, we make fast or emotional decisions even more. And, we don’t always do what we say and say what we do. But it’s not always clear how to apply this new knowledge to market research — what should researchers and brands do differently to get to previously hidden insights? And how can brands more effectively market to people based on this new knowledge? As one researcher put it, “I keep hearing I am doing everything wrong, but I don’t know how to do it right.” We can help!

View this on demand webinar for a review of behavioral science fundamentals, and its application to qualitative research — from design, to analysis, to activation.

The author(s)

  • Michele Drennen Moderator, US, Ipsos UU
  • Jesse Itzkowitz, Ph.D Vice President, NA, Behavioral Science Center

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