Back to glossary
System 1 & 2 thinking in market research
Back to glossary
System 1 & 2 thinking in market research
For example, the majority of shoppers will know what items they are going to buy but not necessarily the brand. Most of the time, the brand would be decided based on system 1 thinking and properties of the item such as packaging and merchandising. However, some decisions would be based on system 2 thinking and would be selected on more practical aspects such as the ingredients or calories. Looking at specific details of products is a more methodical way of deciding what to buy, on the other hand, basing a decision on how the product looks is a more instinctive and quick choice.
The concept of system 1 and 2 thinking is useful to companies because they are able to understand better whether their customers buy their products based predominately off looks (system 1) or other, more in depth, factors (system 2).
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
