One of the bigger trends in the world of insights is behavioral research. Whether you’re interested in marketing, psychology, economics or sociology, the behavioral approach promises a more rigorous and insightful view of the social world. In recent years behavioral research gained popularity as more and more articles and books promote the benefits of understanding behavioral economics, nudging and biases. This trend didn’t only result in a new stream of business wisdom but also complete companies, departments and roles were created with the sole purpose to apply the teachings of behavioral science. In this talk I compare different types of behavioral research and explain what makes behavioral research truly behavioral.