PARTNER & CO-FOUNDER, IRRATIONAL AGENCY LTD
Elina co-founded the Irrational Agency in 2012 to focus on developing innovative market research methodologies based on applied behavioural science. Since then, she has been championing applications of behavioural economics in market research and is a regular speaker at conferences such as ESOMAR, MRS and IIeX, as well as writing articles for industry publications. She is a specialist in cross-cultural psychology and having previously presented her research in global academic psychology conferences, she is currently writing a book on cultural influences on decision making. Elina holds three Master’s degrees in Marketing, Linguistics and Cross-Cultural Psychology.
PRESENTATION: What if everything we ‘knew’ about survey research was wrong?
Most of what we know about marketing is rooted in theories originating in the US, home to just 4% of the world’s population. In fact, most of what we know about human decision making is based on people from just a handful of Western countries.
For decades, market research has based its methods and techniques on a Western model of mind – survey research originated in the US in the 1950s and its underlying assumptions have gone unchallenged ever since even though years of research in cross-cultural psychology show fundamental differences in the ways in which people around the world think.
We have based our techniques on the assumption that understanding personal preferences is the key to achieving and predicting desired marketing outcomes. But what if that isn’t the case? What if everything we know about survey research is… wrong? Do we even want to know, if knowing means we would have to revise decades of industry knowledge?
Would we be brave enough?
This session will show you…
AREAS OF EXPERTISE:
HANDLES: @irrationalelina @irrationalagcy