Bringing Behavioural Science to Life in Market Research

Behavioural science has become increasingly important for brands that are seeking to understand the real drivers behind customer decisions. 

At CARD Group Research & Insight, we see behavioural science as a valuable layer that can add depth, nuance, and relevance to market research.

Traditional market research is incredibly useful for identifying what customers think, feel and do. Behavioural science helps to enhance this understanding by uncovering what often lies beneath the surface – the subconscious influences, contextual cues, and mental shortcuts that shape a customer’s decision in the purchasing moment.

Behavioural science complements traditional market research methods

Here are just a few ways behavioural thinking can complement an insight strategy:

• Designing more engaging, realistic surveys that reflect real-world decision-making contexts
• Incorporating implicit techniques to explore deeper motivations and emotional responses
• Testing behavioural interventions or “nudges” to understand what shifts behaviour
• Going beyond demographics for segmentation by including behavioural and attitudinal aspects

Behavioural science doesn’t replace traditional market research – it enriches it. 

Understanding why people behave the way they do

As customer expectations evolve and decision-making becomes more complex, understanding why people behave the way they do is more important than ever. Behavioural science helps translate insight into influence – shaping messaging, journeys, and experiences that resonate with customers.

If you’re looking for a new market research partner, we bring a practical, collaborative approach that supports insight teams in making behavioural science part of everyday research. Please get in touch to find out more.