Grainne O’Dwyer

Grainne O’Dwyer
  • Title: Associate Director – Head of Youth Research and Strategy
  • Company: The Behavioural Architects

ABOUT GRAINNE

Grainne is an Associate Director based in our Sydney office. She has vast cross category experience in applying Behavioural Economics to better understand and solve for behavioural challenges in both the public and private sector. There is nothing that Grainne loves more than immersive ethnographic research that helps to uncover the true drivers of human behaviour.

Grainne joined The Behavioural Architects in 2017 from a qualitative research agency in London that specialises in working with kids, teens and families. Her passion for working with youth audiences is underpinned by her MSc in Developmental and Educational Psychology. Excitingly, Grainne is now bringing her expertise in this space to her work at The Behavioural Architects by launching a specific youth offering in 2020; where she is working to help brands/organisations better understand the fascinating behaviour of young people today.

PRESENTATION

NEW TECHNIQUES TO GAIN BEHAVIOURAL INSIGHT IN THE NEXT DECADE

Co-Presenter: Sam Paul

Traditional qual research asks people why they behave as they do; however, as most of our behaviour is subconscious, we are often unaware of what truly drives our behaviour.

Behavioural Science is a tool to help us to better explore and understand behaviour, informed by a set of proven psychological principles and experiments; which enables us to add quality and new interpretation to the findings delivered by current market research methods.

At The Behavioural Architects we work to find more effective ways to link behavioural insights to research, and in our presentation we will share with you some of our behavioural techniques to help minimise response biases, reduce respondent post-rationalisation, and to better understand drivers of behaviour via:

– Experimenting with peoples’ context and observing their behaviour rather than asking what they would have done

– Designing key activities to desensitise, disrupt and experiment with behaviour

– Utilising a framework for analysis of non-verbal cues that enables us to explore a richer understanding of behaviour

– This session will explore different methods that can help highlight key biases and provide a much more accurate account for our behaviour.


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