Everyone in marketing is talking about System 1, and with good reason. Nobel Prize winner Daniel Kahneman’s concept divides human decision-making into two distinct categories. "System 1" is where ...

System 1 has become a big buzz-phrase in the marketing industry—and deservedly so. The concept, developed by psychologist Daniel Kahneman, posits that decision-making is not entirely based on ...

While no one can argue that the market research industry hasn’t been successful using mainstream methods, likewise no one can argue that we haven’t had our fair share of misses when it comes to new ...

A lot of scientific and popular decision-making literature is couched in a dual-process model [1]. The dual-process model pits the relatively automatic, heuristic-driven, and unconscious System 1 ...