So youre about to launch a new product on your shelves. Theres a clear market for it, its the right price and customers really liked it during the research phase.
Then you launch it and it fails to sell. So what went wrong? Are the customers to blame?
Well, no. It turns out were actually not very good at knowing what drives our own behaviour and what we say in focus groups is not always a reliable predictor of what well end up doing in the real world.
But there is hope. A relatively new field of research called behavioural economics has been making huge progress in understanding what drives our behaviour.
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