It was great to sit and talk with Robert Bain from Research Magazine about my belief in the value of face-to-face contact in research. The full article can be found here:
My main point about Behavioural Economics is that while you may know a heuristic or two, you still don’t know what these heuristics are based on. What are their motivational building blocks? Why do some people form heuristics about routes, geography, distances and location, while others do not? Why do some people know forty variety of cheese while others only know one?
You need face-to-face encounters and some of the key ideas from psychodynamic psychology (theories about how are minds go about their business) to help you with that.
In the May issue of the International Journal of Market Research (IJMR) I explore this issue in more detail, lamenting the rise of ‘scientism’ or pseudo-science and its invidious effect on our practice. You can download the paper here: