Live Event: The Art & Science of Hypothesis Generation – Using Behavioral Science Models to Spark Better Consumer Insights

Behavioral science models like COM-B and the Fogg Behavior Model give researchers a structured way to think about consumer motivation, decision context, and hypothesis generation.

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Format: How To.

Level: Level 2 – For those with basic market research knowledge, typically 2-5 years in the field.

Topic: Hypothesis generation improves when researchers use behavioral science models to structure how they think about consumer motivations and decision contexts. This session will show how frameworks such as COM-B and the Fogg Behavior Model can help researchers develop sharper hypotheses and uncover more actionable consumer insights.

Learning Objective: Participants will leave equipped to use behavioral science models to contribute stronger hypotheses and identify behavioral factors that may shape consumer attitudes, choices, and actions.