Behavioural economics has been an enduring force in market research for some time now. Why is this approach to economic analysis, which applies psychological insights from individual behaviour, sustaining its relevance? Whilst technology advances, we’re all still human, and the way we make decisions is still surrounded by social, cognitive and emotional biases.

Take a look at our white paper which explores some of the barriers and biases in healthcare, recapping on what behavioural economics is, the role of cognitive bias and how heuristics can help explain the complex choices we make.