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Researchers Should Do More Market Research

Editor’s Note: This post is part of our Big Ideas series, a column highlighting the innovative thinking and thought leadership at IIeX events around the world. Jan Zwang will be speaking at IIeX Europe 2019 in Amsterdam, Feb. 25-26. If you liked this article, you’ll LOVE IIeX Europe. Click here to learn more. 
We’ve all been there, the sales pitch starts with full enthusiasm and drive.

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Lessons from Thinking, Fast & Slow – System 1 and System 2

Editor’s Note:  This article was originally published back in 2012, and due to the popularity of the article, we are bringing it back for your reading pleasure.  You can still access the original article, here.
The Nobel Prize winner and the intellectual godfather of behavioral economics, Daniel Kahneman, has summarized a lifetime of research in his recent book Thinking, Fast & Slow.

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