To understand  the customers better, it becomes imperative to not only understand their needs, decisions, or actions; but also understand the context in which they take decisions, various tendencies that are basis of their aspirations, choices and actions. Behavioural economics is a useful science to be applied in such explorations as it provides insights into customers’ cognitions along with a neuroscientific, evolutionary anthropology and genetics lenses. This Note is an high level peek into behavioural research method that MicroSave’s MI4ID approach uses to understand customers financial behaviour

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