Behavioral models based on comprehensive causal analysis (like the COM-B model) give market researchers a powerful tool for developing explanations with strong analytic techniques. Read more from KMK market research analyst Madhuri Pawar‘s article in Quirk’s Marketing Research Review.
A diabetes case study helps Madhuri Pawar illustrate how causal models allow marketing researchers to develop strong, analysis-based explanations.
Over time, psychologists have integrated numerous theories and frameworks to develop models to predict and influence human behavior. As better approaches to understanding the human psyche emerge, these models are adapted and improved (thus, they tend to evolve). These models can be used by market researchers to better understand consumer decision-making and thereby create programs that could influence behaviors.