Attendees will walk away from the session with a better understanding of the “irrationality” of consumer behaviour, and how survey research can better capture and predict that irrationality. The presentation will do so through the case study of Netflix’s pricing strategy.Through this case study, attendees will see how consumers’ actual behaviours can be explained by behavioural economic principles, how those behaviours (which may not be completely rational) can be best captured in a survey, and how those results can be converted into business strategy.
Research Director, Dig Insights Inc.
Rory began his career in market research after graduating from the University of Toronto with a Bachelor of Commerce in 2010. Since joining Dig Insights, he has leveraged technology and behavioural economic theory to create research solutions that mimic how decisions are made in the real world. This has been applied to a broad range of quantitative and qualitative projects: CX tracking, brand strategy, pricing, and concept testing.