BehaviorIQ™​

SRI applies behavioral economics principles to market research through techniques like the Implicit Association Test (IAT), which measures automatic, unconscious biases impacting decision-making. IAT reveals how quickly individuals associate certain attributes with products, exposing implicit preferences that traditional surveys may miss. This approach acknowledges that consumer and physician choices are influenced not only by explicit beliefs but also by subconscious associations and heuristics.

By quantifying these implicit biases, SRI helps identify hidden drivers of product perception and brand preference, refining segmentation and message development. Behavioral economics insights also highlight how decision-making can be irrational and subject to cognitive biases, allowing for more nuanced marketing strategies. Incorporating both explicit and implicit data leads to a richer, more predictive understanding of behavior in healthcare markets. Overall, behavioral economics tools like IAT enable SRI to capture complex psychological factors shaping stakeholder actions beyond conventional research methods.