Behavioral Science is a popular topic for market researchers. However, too often the “real” behavioral aspect is missing from this science, and the insights obtained may not accurately predict in-market behavior.
It’s important to measure behavior because there is a difference between real behavior and recall. Also the context of any environment influences our decisions and consumers are notoriously bad about predicting future behavior.
As an industry we have conflicting needs with speed and agility being necessary but also wanting deep behavioral insights. Can these two competing demands coexist?
Yes they can. New exciting technologies such as AI, VR, AR, mobile, facial coding and many other technologies are helping facilitate the capture of real behavior quickly and cost effectively.
Research is truly at a turning point of providing behavioral insights with speed and agility.