Behavioural scientists

Behavioural scientists

Behavioural scientists refer to scientists who study why humans sometimes behave in a way that may not maximise their own well-being, such as making choices in the present that do not maximise their happiness in the future. They also test how different incentives affect people’s motivation and behaviour, analyse how people judge others’ traits and characteristics based on features of their face or voice and they investigate how consumers can be encouraged to make, avoid or change spending decisions.

A behavioural scientist in a market research company will specialise in studying and applying principles from behavioural science to understand and influence consumer behaviour. Approaches from psychology, sociology, economics and neuroscience will be used.

Key responsibilities in market research include:

• Conducting Research – designing and executing observational studies, surveys and focus groups.
• Data Analysis – involves analysing behavioural data and identifying patterns.
• Behavioural Modelling – developing behavioural models to predict consumer responses and decision-making processes.
• Nudging – creating and testing ‘nudges’ that guide consumer choices without limiting options.

Behavioural scientists are important for market research companies because they help to understand the underlying drivers of consumer behaviour, allowing businesses to create more effective and targeted marketing initiatives, for example. They will likely be deployed across multiple departments of a market research company ensuring that all areas benefit from their expertise. At DJS Research behavioural scientists work within the DJS BSU (DJS Behavioural Science Unit).

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