At the very core of the market researcher’s role is to explore, observe and constantly learn new things. So, what happens when their ability to do so is stifled by cognitive biases, such as the infamous knowledge curse?

Knowledge curse is a cognitive bias that makes us susceptible to assumptions about the knowledge of our interlocutor and their ability to understand what we are talking about.

In this year’s talk at IIeX Europe, Joris De Bruyne (Partner at EyeSee) shed light on the manifestations of the knowledge curse among market research experts, which is best observed in their relationships with vendors, stakeholders, and ultimately, consumers – whose behavior they are researching.

To fight the obstacles in the latter realtionship, Joris suggested simulating the shopper and digital environment as close as possible to increase the correlation of insights with actual purchase behavior. The so-called context testing is a major field of innovation and it’s sometimes hard to discern which newly available tech-savvy options are the best fit.

When it comes to context testing, high-tech solutions might seduce us. We need to weigh predictability against scalability for the optimal value-for-money option.

In fact, there is such a thing as an overkill.

Check out the full talk for:

• Analysis of consumer behavior which itself is riddled with biases and subconscious
• Overview of value-for-money context testing options in shopper and digital as the best way to overcome the knowledge curse
• And hands-on recommendations for setting up your shopper and digital context testing

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