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  • What really makes people pick one product over another?
  • What really makes people pick one product over another?
    Viola damiani, Creative Commons (2006) ©

Are we all impulsive shoppers?

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.

Location North America / Northern Europe

Marketing companies, creative agencies and behavioural analysts strive to understand why people behave the way they do, like what they like and buy the products they buy. Ethnographic, quantitative and market research help to paint the picture, but there’s an increasing interest in the science behind the numbers. Research and focus groups are going out of favour, as agencies enlist the help of neuroscientists. From understanding buyers’ eye movements (exactly where they look when choosing a product) to measuring brain activity when we’re making shopping choices, decision science – the application of cognitive and social psychology, neuroscience and behavioural ...



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