University of Malta

April 2014 - Research Seminar
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Department of Marketing @FEMA

Research Seminar organised by the Economics Department and Marketing Department, FEMA 

'Why Every Business Needs an Experimenter:

Behavioural Insights for Marketers'




Date: Wednesday 30th April, Time: 10:00 (2 hours)

Venue: Seminar Room 420, Level 4, Faculty of Economics, Management and Accountancy





Ms Marie Briguglio
Department of Economics
University of Malta

Dr David Comerford
Visiting Lecturer
Stirling University

Dr Tanya Sammut-Bonnici
Head, Marketing Department
University of Malta


Every field - be it science, statecraft, or salesmanship - has its favorite stories of huge success achieved by a stubborn leader who followed their gut. That's a pity. More numerous by far are the ruinous failures achieved by similar stubborn leaders. The most reliable way to develop strategy is through trial and error, and the least cost way to try and err is through experimentation.

In this talk, Dr Comerford will present evidence showing that experiments have a unique capacity to inform decision making. What's more, there has never been a better time for firms to conduct their own experiments. This lecture will give an introduction to the logic and logistics of experimentation. 



Dr David Comerford is a lecturer in the economics division and the Behavioural Science Centre at the University of Stirling. His research uncovers insights on how people make mistaken judgments and decisions - for instance, judgments of trends over time, judgments of expenditure, and judgments of how an experience will feel.

His research agenda is to develop tools to debias decision makers, which he has applied in a wide range of domains including health insurance choice, choice of medical treatments, commuting, job choice, and investment choices. Dr Comerford works with policy makers and businesses in the USA, the UK and Ireland applying his research findings to improve decision making.

He is currently collaborating with the Scottish Government on a project to improve economic forecasts.  Media outlets that have covered Dr Comerford's research include the Washington Post, the Chicago Tribune, NPR, the Economic Times, Forbes, the Harvard Business Review.   Prior to coming to Stirling Dr Comerford worked at the Fuqua School of Business at Duke University and at University College Dublin.

Dr Cromerford has won research awards from the International Association for Research in Economic Psychology, the Irish Research Council for Humanities and Social Sciences Scholar, and the Fulbright Commission.  His teaching focuses on experimental techniques, which he teaches on Masters programmes at Stirling and at the Smurfit School of Business, UCD.



  • The seminar is free of charge and open the general public and all faculty members, students, industry and social partners.
  • No booking required.
  • Parking: please ask for parking display tags at the university gates.


We look forward to see you on the day of the seminar!


For more information please contact:



Ms Brenda Bonnici
Department Administrator
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