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The new behavioural economics

11 May 2020, 16.00
Jo Evershed

Companies often use focus groups to better understand their customers but one thing we’ve learned from Behavioural Economics is that asking questions doesn’t always provide the most accurate results — often people are not able to say precisely how they came to a decision. As a result, many companies are adopting the tools of psychology in order to better understand consumer behaviour. Jo Evershed, the CEO of Gorilla Experiment Builder and a pioneer in providing online testing ability to a range of audiences, discusses the importance of the behavioural sciences for acquiring evidence and making informed decisions.