Books like Nudge, Predictably Irrational, and Thinking, Fast and Slow have popularized the science of behavioral economics and increased general awareness. And the opportunity to get organized and apply these concepts within corporate settings is tremendous. Behavioral economics (BE) has become a differentiator for individuals and organizations that have developed both deeper working knowledge of the science and capabilities to apply behavioral economics.

Many market researchers are keenly aware that we cannot always rely on basic self-reported data to understand and predict customer behaviors. However, most of traditional market research methodologies heavily rely on the self-reported data. The goal of this interactive workshop is to equip market and marketing researchers with BE techniques and tools to better understand and predict their customer behaviors. This class will teach and demonstrate key BE concepts such as framing, loss aversion, anchoring, and priming effect that drive irrational consumer behaviors. The workshop also introduce the slow vs. fast thinking, which a fundamental framework for understanding human decision-making process based on BE and Psychology.

Instructors: Namika Sagara, Ph.D. and Kathryn Korostoff

Namika Sagara is a behavioral scientist with 15+ years of experience in behavioral economics and consumer decision-making research. She's been working with companies in various industries and size, such as Center for Behavioral Finance at Allianz Global Investors and Gen Re as well as startups to help apply behavioral economics to understand and nudge consumer behaviors.  


Kathryn Korostoff is president and lead instructor at Research Rockstar, which has provided training to over 1,500 professionals seeking market research excellence. Over the past 25 years, Kathryn has personally directed more than 600 primary market research projects and published over 100 bylined articles in various magazines. Kathryn is also the author of, “How to Hire & Manage Market Research Agencies” and co-author of the book, “10 Answers to Contemporary Market Research Questions”. 


Workshop attendees: Workshop attendees: Backgrounds in Market Research, Marketing, or Customer Insights. All working levels.