Behavioural Economics states that thinking back to recall an experience requires a person to access their remembering self. This often forms the mainstay of traditional market research. Awareness of an experience in the present requires a person to access their experiencing self and various ‘here and now’ approaches can help market researchers to get closer to the thoughts, feelings and sensations at that point in time.
Using Crohn’s disease as a case study therapy area, Cello Health Insight conducted a programme of proprietary mobile research to investigate this principle. Following an initial phase of qualitative inquiry, a group of patients who were all experiencing a significant impact on their daily lives from Crohn’s disease were asked to record their disease burden using our ‘GoInTheMo’ smartphone app.
1. Whether there was a difference between what the remembering and experiencing selves report about disease burden?
2. The nature of the relationship between the two and how might a ‘gap’ be significant?
3. What the implications are for customer insight research and business intelligence?
Comparing the average scores of what the experiencing selves had reported day-to-day with what the remembering selves had reported at the end of 2 weeks showed that the remembering selves recalled higher levels of pain, tiredness and stress and that the differences were statistically different.
The remembering and experiencing selves provide quite different reports of disease burden and analysis of both is important to fully understand attitudes and behaviour.
The video above provides an overview of the case study’s methodology and key findings. The full research findings, conclusions and implications are published in the two white papers that can be downloaded from this page.
Master Practitioner, Behavioural Insights
Using mobile research to access the experiencing self.Click to read synopsis / download
Anchoring qualitative methodologies in business intelligence using smartphone apps.Click to read synopsis / download
Over 30 years’ healthcare research experience and strong academic background focused on understanding behaviour. Interested in the role of behavioural economics in health and well-being, and harnessing phenomenological, narrative and discursive enquiry to understand and measure illness burden. Also interested in how these methods can incorporate the fields of semiotics and symbolic representation.