Accepting irrational behavior goes against our instincts . . . but could it make you a better researcher?
Behavioral economics illustrates the importance of recognizing that consumers don’t always make rational decisions. It is just as important to integrate what initially may appear to be counterintuitive thinking into methodological design.
In fact, recognizing and appreciating the role of irrationality in research is key.
Counterintuitive thinking challenges the baseline assumptions that you may be using to develop your research methodology. It helps highlight when reality is the opposite of conventional wisdom and, in fact, is unconventional.
- Explore a different way to approach research design
- Learn to integrate narrative economics
- See storytelling as input rather than output