Why Behavioral Researchers Are Needed Now More Than Ever

Have you ever had one of those moments when you’re staring at your beautifully crafted insights deck, convinced this is the one that’s going to make waves—only to have it fall completely flat?

Yeah, me too. 

Years ago, I was working at Frito-Lay as the lead insights manager supporting the launch of a new snack, True North. We had a killer product, a beautiful brand, a great story, and creative that almost made you cry.  Prospects loved it. The data? Gorgeous. If that deck were a person, it would've walked a red carpet. But when we launched?

Crickets.

To be fair, it wasn’t horrible. It simply didn’t meet the expectations that our Assessor model promised and that our leadership team demanded. 

Customers said they’d buy it—but didn’t. They “loved the idea”—but never followed through. Two years later, we sold the brand and took a loss. 

It was maddening. Until I finally admitted the truth:

I convinced myself that the problem was our bad data. Or bad creative. Or maybe a bad agency. Turns out? It was none of those. 

The real problem was expecting people to act rationally.

Behavioral researchers get that. They don’t just analyze behavior—they design for it.

Back then, I didn’t know behavioral research was a thing and never questioned the big research companies and their methods.  

Today, I’m wiser and over time have discovered 8 ways behavioral researchers can help you avoid the same mistake I made. 

1. They Decode Real Decision-Making

The Problem: People aren’t rational. However, traditional research often acts as if it does.

The Fix: Behavioral researchers go beyond top-of-mind answers. They uncover hidden influences, such as subconscious goals, emotional triggers, and built-in cognitive biases—the factors that actually drive decisions.

2. They Make Messaging Finally Convert

The Problem: Your messaging sounds good on paper but isn’t landing in-market.

The Fix: They apply behavioral framing, which aligns your message with how people subconsciously perceive value, trust, and your brand’s role in their lives.

3. They Break Down Behavioral Barriers

The Problem: Consumers say they’ll act… but then don’t.

The Fix: Behavioral researchers map the intention-action gap, identify friction points, and apply design psychology to nudge people toward follow-through.

4. They Improve the Research Itself

The Problem: Most research methods are optimized for speed rather than depth.

The Fix: They bring in projective techniques, in-context observations, and behavioral frameworks to uncover the real drivers behind consumer choices.

5. They Segment Like Psychologists

The Problem: Demographics and even psychographics fail to predict behavior.

The Fix: Behavioral segmentation clusters people by how they think, feel, or what they’re trying to achieve—not just who they are. 

6. They Build Habit-Change Programs

The Problem: Brands want long-term loyalty but don’t know how to drive it.

The Fix: Behavioral scientists use habit loops, reward systems, and triggers to make repeat behavior feel automatic. 

7. They Predict Actual Reactions

The Problem: Concept tests pass with flying colors… until launch flops.

The Fix: Behavioral modeling predicts actual behavior—not just what people say they’ll do. (Because as you’ve probably noticed, those two things rarely match.) 

8. They Design Experiences That Drive Action

The Problem: Funnels leak. Users drop off. UX feels clunky.

The Fix: Behavioral design employs choice architecture, reduces overload, provides reinforcement, and encourages users to move forward. 

And here’s what I’ve come to believe after years of wins, flops, and forehead-against-the-desk moments:

Behavioral researchers aren’t just another line item on your vendor list.

They’re your unfair advantage.