quality:correction, structural:scholar_edition
Research methods used

To gain insights into consumer behaviour, researchers uses the standard battery of market research methods such as surveys, depth interviews, and focus groups. Increasingly, researchers are turning to newer methodologies and technologies in an effort to seek deeper understandings of why consumers behave in certain ways. These newer methods include ethnographic research (also known as participant observation) and neuroscience as well as experimental lab designs. In addition, researchers often turn to separate disciplines for insights with potential to inform the study of consumer behaviour. For instance, behavioural economics is adding new insights into certain aspects of consumer behaviour.