Psychology behavioural science

Psychology behavioural science

Psychology behavioural science is the study of human behaviour through the lens of psychological principles, focusing on understanding how and why individuals make decisions. This is an interdisciplinary field, taking aspects from psychology, sociology, economics and cognitive science to explore the cognitive, emotional and social factors influencing behaviour. Applied behavioural science can have a positive influence on decision making, whether it be in the realm of public policy, designing products and marketing, or developing personal habits.

Core concepts include:

• Motivation – the internal/external factors that stimulate desire and energy in people to be continually interested and/or committed to a role, job or subject.
• Social Influences – the effects of social interactions and societal norms on individual behaviour. This may be peer pressure or cultural expectations.
• Heuristics – mental shortcuts or rules of thumb that simplify decision-making processes. Humans make 95% of their decisions using mental shortcuts or rules of thumb.

Psychology behavioural science is key in market research for providing a detailed understanding of consumer behaviour, researchers use its principles to design studies that not only observe what consumers do but also uncover the underlying reasons behind their actions. By introducing behavioural science into market research, businesses can achieve more accurate predictions of consumer behaviour, develop more effective marketing strategies and create products/services that better meet consumer demands.

Key applications within market research include:

• Survey Design – making questions that avoid bias and capture consumer motivations.
• Product Development – understanding consumer needs and preferences to guide the design and features of new products.
• Advertising – creating persuasive messages that resonate emotionally and cognitively with target audiences, increasing engagement and conversion rates.

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