Ideas42 uses data to create original analysis and novel outcomes in the field of economics. Ideas42 is a nonprofit research firm that applies behavioral economics to real-world problems. Similar to sabermetrics in sports and data journalism in reporting, behavioral economics is challenging a long-standing paradigm: neoclassical economics, also known by its principal meme, homo economicus. Instead of a model based on wholly rational decision making, behavioral economics demonstrates that people's choices are shaped by subconscious motives and biases. It is the topic of the 2011 best-seller Thinking, Fast and Slow by Daniel Kahneman, a pioneer in the field. Ideas42 was founded in 2008 by a group of university and nonprofit organization researchers.
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