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Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
Behavioural	Economics		
Stephen	Paton	
BEyond	Research		
Australia	
	
7	December	2016	
Your	
Photo	
“Is	that	a	wolf	at	the	door	or	
opportunity	knocking?”
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
BEHAVIOURAL	ECONOMICS	
	–		No	longer	the	shiny	new	object	
	
o  ESOMAR best paper
in 2012
o  Increasingly seen in
Conferences
o  Book – after book –
after book
o  We know the names
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
NUDGE	UNITS	AROUND	THE	WORLD
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
MAKING	HEADWAY	IN	BUSINESS	AND	
RESEARCH
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
WHO’S	THAT	A	KNOCKIN’?
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
NOT	HELPING
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
I’M	GETTING	A	LITTLE	TIRED	OF…
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
WHAT	WE	SEEK	TO	DO	IS	HARD
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
WE	FOCUS	ON	THE	PROCESS	
WE RESPOND WITH NEW TECHNOLOGY
AND NEW METHODS
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
THERE	IS	NO	1	FIT	SOLUTION	
Qualitative, Quantitative, Choice Models, Panels,
Offline, Online, Market Research Online
Communities, Focus Groups, In-depth interviews,
Ethnography, Gamification, Games,
Secondary Research…
Success comes from a combination of the right fit
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
BEHAVIOURAL	ECONOMICS	-		
UNSEEN	PATHWAYS	THAT	GUIDE	US	
	
o  Biases
o  Heuristics
o  Social
Influences
o  Context
Influences
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
DECISION	
SATISFICING	
HEURISTICS	
Process at 15-16 bits per second
Process at 11 MILLION bits per second
SUBCONSCIOUSLY	PROCESS	
CONSCIOUSLY	PROCESS	
SHORTCUTS
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
EVOLUTION	GUIDES	US
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
WHAT	SHOULD	YOU	DO	
B.E. provides
additional tools &
frameworks to help
you
do your job
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
LIKE	THIS	ONE	
EASY
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
REMEMBER	TO	EXPERIMENT
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
FOCUS	ON	THE	BEHAVIOUR
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
USE	THE	SIMPLE		
FRAMING	+	
ANCHORING
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
BUT	REMEMBER	THERE	IS	A		
WHOLE	LOT	MORE
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
AND	REMEMBER	THESE	INFLUENCES		
ARE	EVERYWHERE	
UNDERSTAND
BIASES IMPACTING
DECISION MAKING
IN YOUR
ORGANISATION
AND YOU
•  	Availability	heuris@cs	
•  	Conformity	bias	
•  	Conforma@on	bias	
•  	Planning	Fallacy	
•  	Overconfidence	bias
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
SO	DON’T	LEAVE	THE	B.E.	WOLF	
	AT	THE	DOOR	–	INVITE	HIM	INSIDE	
YOU NEED HIM AND
HE NEEDS YOU
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
Thank	You!	
	
	
Your	
Photo	
@stephengpaton	
Stephen	Paton	
steve@beyondresearch.com.au
Is	that	a	wolf	at	the	door?	–	Research	Innova4on	
Stephen	Paton,	BEyond	Research,	2016	
Q	&	A	
Sue	York	
The	Handbook	of	
Mobile	Market	Research	
Stephen	Paton	
Beyond	Research	
Your	
Photo

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Stephen Paton Research Innovation 2016