From understanding buyers’ eye movements to measuring brain activity when we’re shopping, decision science is becoming a market research norm. Author Phil Barden sheds light on the methods and approaches used by Decode Marketing to understand why people do the things they do.

Nicola Scrafton, research director at Visuality Group, has compiled some insights into the mind of the average shopper. From the size of the store to how many products are on the shelves, shoppers' decisions are rarely entirely autonomous.

With unsecured debt in the US at $2.6 trillion, personal finance startup Payoff is turning to behavioural science to help individuals save money. As people seek new tools to manage daily life, what makes Payoff a success?

According to a new study by Weber Shandwick and KRC Research, consumer reviews are the most powerful factor in purchasing decisions. The study claims that the average buyer consults 11 consumer reviews on the path to purchase.