You look at where advances in behavioural science, psychology and neuroscience research have taken us; Behavioural Economics.
What is Behavioural Economics?
Behavioural economics challenges the long-held traditional economic view that people are rational, price-minimising, value-maximising, socially-remote automatons with relatively constant preferences. While some of the traditional market research practices claim to go beyond superficial responses, most still rely on the idea that respondents understand their own thoughts and decision-making processes; this is something for which there is very little supporting evidence, whilst the contrary view is supported by countless experiments where behaviour is clearly influenced but the source of the influence isn’t recognised by the people taking part in the study. Traditional market research also often assumes that respondents are able to recall accurately, report fully and elucidate their behaviour, when often they cannot. Reported behaviour, attitudes and declared intentions often bear little relation to behaviour in the real world. This discrepancy can often be explained by behavioural and cognitive biases
If our preferences and choices are actually less the result of linear, deliberative and inhibited processes than the standard model would have us believe, then as innovators we need to understand the “hidden” influences on human behaviour and the normal inbuilt biases residing in all of us.
“Behavioural Economics can help market research to better understand, identify, predict and influence the drivers of choice and behaviour.”
Understanding customer ‘need’ during new product development
We would do well to consider all of the mechanisms through which human beings have attempted to see into the future. Most of us are sufficiently scientific to discount tea leaves and horoscopes (and their ilk) because we can see no meaningful connection between the mechanisms they use and their claimed visionary properties.
Read the rest of the article here: Predicting And Influencing The Drivers Of Customer Choice And Behaviour