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.