This is the second of two posts about using Behavioural Economics (B.E.) and qualitative research together. The first post described ways in which qualitative research could benefit from a ‘broadened’ view of B.E. This second post describes how B.E. and qualitative research can work together, by making the best of both worlds.
B.E. and qualitative research can work well together because they share a parent – contemporary social science.
B.E. was revolutionary because it applied the same social science to economics that has been used by social-science trained researchers for decades. ‘Everything is relative’, ‘people are influenced by what others think’, and ‘behaviour is best researched in context’, are all part of the B.E. canon and have also been part of the best kind of qualitative approach for a long time.