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No, People Do Not Know What They Want

Market research, like any good science utilises a scientific approach to reaching valid and reliable conclusions.  That is, a systematic way of collecting information about a phenomenon to be studied. One of these methods is a research survey, whereby marketers ask respondents various questions related to the

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The Hidden Benefit of Objectivity

It should be clear to all of us that the more you do something, the better you get at it. Practice makes perfect. However, the downside can be illustrated through what is known as an ‘open field experiment’ involving rodents. The rodents are placed into an open

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The Relative Complexity of Relativity in Consumer Decision-Making

The 20th century was by far the most innovative century ever for inventors up until the 21st century. Everything from vacuum cleaners, lie detectors and the photocopier were inventions that today we hardly give a second thought to their origin or usefulness. Arguably the most important invention

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Why The Hardest Substance on Earth is Human Behaviour

In short, I think there are five reasons why making the right choices (and knowing what the right choices are in the first place) is really, really hard. Firstly, the MOST important priority of the brain and body is that it wants to survive (survival). When you

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The Bigger Picture of Human Behaviour

This post will provide a detailed, bigger picture-view of the various factors that influences the brain, body, and therefore, ultimately behaviour. Once you understand all the factors that influence human behaviour, then you are more likely to more accurately predict behaviour. I have put human behaviour into

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The Perception of Exercise Motivation

Some people were born to exercise. They do not find it any more difficult to motivate themselves anymore than it is to hold a steering wheel while driving. But there is another breed of human that I happen to fall under. I require quite a lot of

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A New Type of Attention

In a previous post I wrote about how intuitions can cloud judgement, making it difficult to keep an open mind when trying to make the right decisions. I mentioned a study* done by the well-known psychologist Daniel Kahneman which identifies a dual-process of making decisions – System 1 and

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The Neurobiology of Booms and Busts

In his book The Hour Between Dog and Wolf, John Coates, a Wall Street trader turned neuroscientist writes about the effect that the body’s steroid production (i.e. cortisol, testosterone, adrenaline etc.) has on behaviour. For many years this effect has been denied by various doctors. However, research

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Selling Good Memories

For millions of years, every organism on earth has tried every single day to master one non-negotiable skill: survival. Anything that threatens the survival of the organism must be dealt with in the swiftest manner. Consequently, they (including humans) have evolved a number of crucial skills that

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Combining Neuroscience with Psychology: The Value in Unification

At its most fundamental, science has always aimed to answer some essential questions that have troubled humans for centuries. Even as the pace at which we collect new knowledge, some key issues remain. How did the universe come to exist in the first place? How did life

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Werner van Zyl
Phone: +27 84 810 22 74
Fax: 086 604 8175