1 Retooling Market Research Could our traditional techniques have discovered what behavior economists have found? What needs to change? What doesn’t?

2 One Key Triage Involves Type 1 vs Type 2 Thinking BlinkThink -or- Impulse purchases Low intensity category Jam preference Survey Deliberate purchases High intensity category Jam preference explanation Focus Group

3 A Second Key Triage is ACTIVE Stimulus Response QuestionAnswer vs. PASSIVE Observe (with or without post-rationalization) Ethnography Google search trends

4 Other Challenges Exist Social desirability/biases Expertise needed (Goffman, tennis pro) Priming Impact of all senses Habit Artificial attention

5 And What About Reliability and Projectability??  Growing dependence on self-selection  Cell phone list problems  Online dangers o Who is the respondent? o Panel problems

6 Political Polling Issues  Everybody says they will vote  Chemical reactions to candidates  Timing  Influence of others  Location of voting

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