04 October 2023
Consumer Psychology: a necessary puzzle piece in the research world
Although I have experience in qual, quant and analytics, I have always been very much a quantie at heart - I love data, scouring for patterns and uncovering insights. However, every so often, I encounter research results that seem to defy expectations: products don’t perform as well as expected; actions deviate from intentions; and data contradicts itself. It's in these moments that I'm reminded of the invaluable role that a solid grasp of consumer psychology plays in understanding human behaviour and decision-making.
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