This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

OPINION21 April 2016

Testing significance

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

Behavioural economics Impact Opinion UK

Making a proper business decision can often mean trying a ‘slightly wrong' option, rather than a ‘boringly right’ one, argues Rory Sutherland. 

If you were to ask me what is the most valuable thing I have done in my working life, I think the answer’s quite easy. I once asked a client in the restaurant trade what they did when an ...