A system and method for customer true understanding based on behavioral economics, comprising: retrieving parameters from an organization's data sources, the parameters including historical operations of the organization's clients; providing a dependent variable indicating consumer behavior and its operational definition; creating a random sample of the retrieved parameters; selecting cognitive heuristics and biases that may be tested using the sample parameters; partitioning the selected heuristics into clusters wherein each cluster is assigned a grade; assigning psychological attributes to clusters; testing the influence of each psychological attributes on the dependent variable; scoring the attributes per customer; and calculating the value of a super variable by a weighted sum of the attributes.
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