Recientemente os recomendamos el libro Predictably Irrational, del economista conductual Dan Ariely, dado que su visión sobre cómo tomamos decisiones se nos antoja muy relevante para todo aquel que se dedique a la investigación de mercados… En esta misma línea Tom Anderson, de Anderson Analytics, profundiza en esta relación (investigación de mercados - economía conductual) desde su blog Next Gen Market Research:
- Tom Anderson: Thinking about this specifically in terms of market research, we often incentivize people for participating in survey research or focus groups. We might pay from nothing to $15 to take a survey or as much as $200 to participate in a focus group. We know incentives can influence results, but perhaps this is having more of an impact than we think?
- Dan Ariely: When people are paid money, they’re going to feel some obligation to the researcher who gave them this gift. We should particularly worry about his in the domain of focus groups - when the amounts are larger, and there is also a direct relationship to the person paying them, I suspect that this can further get people to do what they think is pleasing for the research entity. (…) I think there is something intoxicating and fulfilling about focus groups. When you do a study or survey you are able to extract hard numbers .6 or 35%, for example. But focus groups give sentences or testimonials “I like using this product because…” Since we are all storytellers in basic ways, marketers can include such sentences on their PowerPoint slides and present it upper management. The fact that they have this sentences also gives marketers in the organization confidence that they have a sense of what is going on, which is not necessarily true.