When we define people solely as consumers or voters, we may overlook some of the connections that shape their decisions. Yet the same person takes on different roles throughout the day, carrying their economic circumstances, experiences and values between those roles.
Understanding the world in which choices are made
Expectations about the future may influence how someone assesses a product's price. Previous experiences may determine whether they trust a service. Research should therefore examine both the visible choice and the context in which it takes shape.
Knowledge from political and social research helps us interpret values and social change. Consumer research reveals the detail of everyday experiences, expectations and decision-making processes.
Bringing expertise from both fields together
Bringing these two fields together does not mean explaining every behaviour through a single cause. On the contrary, it requires us to formulate better questions and test possible explanations through research.
This is how we approach an integrated perspective at Aksoy Araştırma: we seek to understand people within the wider context of their lives, while remaining faithful to each project's own question, target audience and scope.