IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Counterintuitive Thinking – A Different Approach to Research

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.

Key Takeways

  • Explore a different way to approach research design
  • Learn to integrate narrative economics
  • See storytelling as input rather than output

 

Speaker(s)

  • Susan Fader – Fader & Associates

    Insight Navigator, Fader & Associates

    Susan is a qualitative researcher, moderator, and strategist. She has worked across categories and demographics in the US and in more than 20 countries on five different continents. Susan has presented at multiple marketing, research, and insight conferences in the US and XUS and has written on topics including gamification mindset, rethinking segmentation, narrative economics, multisensory techniques, self-diagnostic ethnography, and storytelling as an input.

     

  • Julie Levine – Cuisinart

    Senior Consumer Insights Manager, Cuisinart

    Julie is a market intelligence and consumer insights professional with more than 20 years of experience spanning client- and supplier-side research. A consummate enthusiast for understanding all types of consumer goods, Julie has spent her entire career researching, analyzing, and writing about products in the marketplace and the people who buy them. As a marketing leader with a bachelor of science in food and nutrition, her background is well suited as the head of Consumer Insights at Cuisinart.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Thursday, Oct. 24, 2019
1:30pm to 2:15pm EDT