PRS IN VIVO is committed to sharing our knowledge through academic collaborations, white papers and presentations.

Qualitative Research for the “System 1” Shopper

At PRS IN VIVO, we recognize that humans use two modes of thinking which govern their decision making process, and ultimately drive behavior.  This concept of ‘System 1 and System 2’ was introduced by Daniel Kahneman in 2011 in his book Thinking, Fast & Slow. No doubt, this concept also applies to shoppers as they…

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