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Methodology

Congratulations on your Nobel Prize

My friend Ilona recently started her PhD research at London School of Economics. Last week she was sitting in her office when she overheard someone in the next room being congratulated…for winning...  

How Not to Spend a Billion Euros

A unique ad testing approach inspired by medical research may have saved two global clients a billion euros or more.  

Where to Begin. How to Introduce the Benefits of Behavioural Economics Into Your Organisation.

“I’d love to commission a Behavioural Economics project but I have never known how to spot when my challenge was relevant”.   These were the recent words of a marketing industry peer, in a discussion...  

Building a £5 Billion Investment Program on the Consumer's Imagination

The much-loved Holiday Inn brand was a pioneer in creating the very idea of the hotel as we know it today. But in a globalising and highly competitive market, it was time to reinvent....  

How Behavioural Science Tripled the Sales of a New Drug

In 2016, pharmaceutical companies in the US spent approximately $27bn on marketing and advertising. The question is – did the $27bn work? No one knows. Or as John Wanamaker put it in his famous...  

Gaming to get Beyond Fast and Slow in Low-Involvement Categories

After several years of conference talks and articles on behavioural economics, most researchers now agree that consumers do not always know or can’t tell us the reasons for their own behaviour, and...  

Questionnaire Design Part Two: The Wrapper

Last week we focused on the pitfalls and constraints of your audience and how to treat them better. Understanding of your audiences is key but being able to implement this in a way that allows you to...  

Questionnaire design part one (of three): Be kind to participants

This is the first in a three-part series covering some best practice hints and tips for online questionnaire design.  

Use your emojination: measuring emotional response through visual language

As implicit methods have risen so has a new universal language: emoji. They are now widely used by consumers across the world as well as in marketing: emoji usage in marketing messages grew by 775%...