People are predictably irrational and often take unconscious and emotional choices. We try to understand the mechanisms behind people’s choices and use behavioral economics as a frame of reference to capture the ‘why’. Because behind the why lies the source of innovation. In our methods, we will always incorporate this belief, preferring behavioral and observational approaches above lengthy questionnaires full of irrelevant questions that respondents are not able to answer truthfully.
Most decision-making and preferences are ultimately context dependent. People evaluate options in the context of other options. The willingness to pay for an expensive product might increase if you put even more expensive options next to it. Marketers know this all too well when they are framing offers in such a way and nudge consumers towards specific options. At One Inch Whale, we believe that true understanding requires adopting a contextual lens. This means that in-the-moment, ethnographic and immersive approaches are key.
We’ll look into business questions from a different perspective and build partnerships with all relevant stakeholders as we believe that innovation is a collaborative experience that doesn’t exist without imagination. We keep track of the latest technology and insert innovative approaches that aim to deliver sharp solutions and speed up the innovation.