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NEWS1 February 2010

Rory Sutherland on research and behavioural economics

The IPA president speaks to us about how behavioural economics could help market research improve the ‘dismally slight’ influence it has had in the boardroom in recent years.

Rory Sutherland, vice chairman of Ogilvy Group UK and president of ad agency body IPA, believes behavioural economics offers an opportunity for marketing to grow its influence, and put an understanding of what makes people tick at the heart of business.

It could also finally give research some boardroom clout, and save it from being just “an elaborate job protection scheme for crap marketers”, he says.

Video:

Rory Sutherland

If you have trouble playing the audio, you can download the MP3 file here.

Check out the February issue of Research for more on behavioural economics.

@RESEARCH LIVE

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