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Jonathan Fletcher - An Introduction to Behavioural Economics

In this video Jonathan Fletcher, Group Managing Director of Illuminas, introduces viewers to behavioural economics, explains how behavioural economics and market research work together and the work that Illuminas does in exploratory behavioural economics.

Jonathan Fletcher, along with Dan Coffin, Director, Global Head of Health at Illuminas, is a contributor to The Market Research and Insight Yearbook. Their chapter, Using Behavioural Economics in Healthcare Research, shows the relevance and value of a behavioural economics approach to research in a professional area of decision making which is often thought of as highly rational and evidence based: prescribing practice.

An exclusive selection of case studies, The Market Research and Insight Yearbook challenges how we think about market research and tells a powerful story by showcasing excellence, innovative methodology and remarkable results.

The Market Research and Insight Yearbook (9780749478339)

The Market Research and Insight Yearbook

The Market Research Society
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