Qcast: How to Conduct Research More Effectively Using Behavioral Economics
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Qualitative research provides the tools to go beyond respondents' rationalizations. Behavioral economics provides a framework to understand methods of going beyond simply asking "why" to uncover consumer truths.

11/6/2014
When: November 6, 2014
Qcast is 12:00 p.m. EST (GMT -5)
Presenter: Jay Zaltzman


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How to Conduct Research More Effectively Using Behavioral Economics

For years, we’ve been hearing the nay-sayers’ criticisms that focus groups don’t truly reveal how people think. Behavioral economics has proven that’s partly true: people tend to lie (albeit unintentionally) when asked direct questions. While they assume they make decisions rationally, a great deal of their decision-making is, in fact, irrational.

But there’s good news! Qualitative research provides the tools to go beyond respondents’ rationalizations. Behavioral economics provides a framework to understand methods of going beyond simply asking "why” in order to uncover consumer truths.

In this session, Jay will discuss:

  • What behavioral economics means and its relevance to qualitative research
  • How we can use the lessons of behavioral economics to conduct research more effectively
  • Which indirect questioning techniques work best for different types of situations
  • How to use behavioral economics to help clients better understand the implications of what they hear from research participants
  • How using these principles enable us to showcase our unique skills that differentiate us from those who are not professional QRCs

Jay ZaltzmanSpeaker: Jay Zaltzman

Jay Zaltzman joined QRCA in 1996 and is currently serving as secretary on the QRCA Board of Directors. Jay believes QRCs can offer true value to clients by combining creative methodology, empathy with respondents and analytical rigor.

Jay was born in New York and moved to Israel as a child. He received his first qualitative research training in the Israel Defense Forces, where he was an interviewer of candidates as part of the recruitment process. After his military service, he completed a BA in Psychology at Tel Aviv University. He began his career in market research after returning to the U.S. Jay is a frequent contributor and speaker at QRCA Conferences.

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