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.




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