The main goal of this presentation is to open a discussion around internet research (quali & quanti and panels), whether the offline audience is still different vs online, and whether you need to check the online results with ethnography.
Traditional economists would have us believe that people are rational, utility-maximizing, cost-minimizing and socially isolated individuals with stable preferences. This view also pervades market research and our practices but is being challenged by a relatively new field in the social sciences, known as Behavioural Economics (BE). This paper provides a new framework for understanding BE and identifies some of the influences on behaviour the research industry regularly overlooks. It shows how BE has been used to develop a new mass ethnographic approach: The Behavioural Detectives.