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System 1 and 2 Thinking In Market Research

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System 1 and 2 Thinking In Market Research

The concept of system 1 and 2 thinking is used to help understand why a consumer would choose one brand or product over a different one. System 1 thinking is more common, believed to be used for around 95% of our decisions and is an instinctive choice, made without any real thought. System 2, however, is a more methodical way of thinking and is used when making decisions that will have a greater impact.
 
For example, the majority of shoppers will know what items they are going to buy but not necessarily the brand. Most of the time, the brand would be decided based on system 1 thinking and properties of the item such as packaging and merchandising. However, some decisions would be based on system 2 thinking and would be selected on more practical aspects such as the ingredients or calories. Looking at specific details of products is a more methodical way of deciding what to buy, on the other hand, basing a decision on how the product looks is a more instinctive and quick choice.
 
The concept of system 1 and 2 thinking is useful to companies because they are able to understand better whether their customers buy their products based predominately off looks (system 1) or other, more in depth, factors (system 2).

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