Ipsos Taiwan: The Importance of Framing in Concept Testing

Pub-The Importance of Framing in Concept TestingBehavioral Economics (BE) is the application and study of psychological, social, cognitive and emotional factors on our decision making. It is an exciting and wildly growing field of study, with many implications for society, institutions, business and even personal lives. Integrating BE into your concept testing will help you make better decisions on which products have the greatest potential because you are more realistically reflecting the way that consumers make decisions in the real world. In this brief article, we will discuss how traditional approaches to concept testing ignore one of the most important finding in BE, the implications of ignoring it, and how Ipsos’ approach to concept testing best applies this key principle of BE.

 

框架在產品概念測試中的重要性?

行為經濟學是一個快速成長並且令人興奮的研究領域,它是利用心理、社會、認知和情感等因素,來研究我們的決策過程,而這對社會、機構、企業乃至我們的個人生活上都有諸多意義。將行為經濟學融入產品概念測試,能夠更真實地反映出消費者在現實世界中作出決策的方式,因此有助於我們在選擇最有潛力的產品時,作出最好的決定。本文將探討,傳統的產品概念測試方法是如何忽略了行為經濟學最重要的其中一項原理,而忽略它又會有什麼樣的影響,以及Ipsos是如何將該原理有效地運用在產品概念測試方法中。

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