Behavioural economics gets real: measuring intangible customer desires with behavioral conjoint
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Leigh Caldwell and Lizzi Seear Research Innovation 2016
Behavioural economics is increasingly accepted in MR as a tool for measuring unconscious, intangible aspects of consumer experience. It has progressed from qualitative exploration of biases, to online tools using reaction time or facial coding to measure brand associations and emotional response. These tools primarily answer tactical communications questions.
