Take a look inside the course

    1. Getting Ready to Rock!

    2. Exclusive Instructor-led Live Events (Zoom)

    1. Module 1 Lesson Plan

    2. Using BE to Improve Honesty and Accuracy [Video Lesson]

    3. Using BE to Improve Honesty and Accuracy [Slide Viewer]

    4. Using BE to Improve Honesty and Accuracy [Slide File Download]

    5. 3 Common BE Concepts [Downloadable Job Aid]

    6. Quiz A: "The End of Rational Economics"

    1. Module 2 Lesson Plan

    2. Getting More Accurate Feedback on Product Pricing [Video Lesson]

    3. Getting More Accurate Feedback on Product Pricing [Slide Viewer]

    4. Getting More Accurate Feedback on Product Pricing [Slide File Download]

    5. Quiz B: Pricing Research

    1. Module 3 Lesson Plan

    2. Maximizing the Accuracy of Self-reported Behaviors M3A [Video Lesson]

    3. Maximizing the Accuracy of Self-reported Behaviors M3B [Video Lesson]

    4. Maximizing the Accuracy of Self-reported Behaviors (1/2) [Slide Viewer]

    5. Maximizing the Accuracy of Self-reported Behaviors (1/2) [Slide File Download]

    6. Quiz C: Please complete this short quiz after viewing the Module 3 video lesson

    7. Checkpoint A: Concepts & Methodology

    1. Module 4 Lesson Plan

    2. Maximizing the Accuracy of Self-reported Behaviors (2/2) [Video Lesson]

    3. Maximizing the Accuracy of Self-reported Behaviors (2/2) [Slide Viewer]

    4. Maximizing the Accuracy of Self-reported Behaviors (2/2) [Slide File Download]

    5. The Impact of Default Choices [Job Aid]

    6. 3 Key BE Concepts for Market Researchers [Downloadable Job Aid]

    7. Quiz C: True or False Vocabulary [Action Required]

    1. Recommended Reading & Viewing

    2. 10 Essential Definitions for Market Researchers [Job Aid]

    3. Summary of How BE Addresses Key Issues in Market Research

About this course

  • 32 lessons
  • 3.5 hours of video content

Course Overview

What drives consumers to make the decisions they make?  We now know that there are a number of rational and irrational influences that drive purchase decisions, brand preferences and more. It is our job as market researchers to leverage concepts such as anchoring, framing and the power of default to help clients gain new insights.  Learn important behavioral economics concepts in this market research training course that will improve your research designs and reports.  Please note that this class has pre-reading and homework assignments.

Upon course completion, you will be able to 

  • Define Behavioral Economics (BE)
  • Distinguish between behavioral and traditional economics
  • Apply BE lessons to improving respondent honesty
  • Apply BE lessons to pricing research
  • Apply BE lessons to overcome challenges in gathering self-reported behaviors

As a student, you get lots of helpful videos, readings and reference material.

Watch the preview below.


Meet Your Instructor

Marni Martens

Principal of Martens Consulting

Marni Martens is a research practitioner with a multidisciplinary background in market research and human-centered design research. With over 20 years of experience, she has worked across all phases of business, from strategy and development to marketing and evaluation. Marni brings both a creative and analytical lens to all of her work, helping leaders triangulate business objectives with market opportunities and customer realities. Marni holds a B.A. in Sociology from the University of Illinois at Chicago and certifications in Market Research from RIVA Training Institute and in User Experience from Bentley University. She has spearheaded the research and development for numerous award-winning products, overseen digital transformations, and operationalized research and development processes. Her experience spans B2B & B2C sectors, including education, health, technology, consumer products and nonprofit/community-based organizations.

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