PSOS VIEWS June 2016. Is the Behavioural Lens Out of Focus? How to make behaviour work in CPG, financial services, technology and retail

“In this paper we examine some of the many lenses available to look at behaviour and decision-making in particular and how they create different perspectives on behaviour, sometimes at odds with each other. However from the overlay of these lenses emerges a view of decision making articulated around three major forces (maximisation, emotion and effort). We provide a series of examples of those forces at work in consumer packed goods (CPG), service sectors, technology and retail. Finally, we examine how different types of research from observational to experimental, from quick surveys to the combination of neuro-measurement methods and an increasing array of digital tools fit within this simple view of decision- making and helps find ways to influence and change behaviour more effectively and more efficiently.”