Are you considering using qualitative research for strategic positioning, brand development, or customer experience projects? Do you also want to use the insights you have learnt from Behavioural Economics (B.E.) but worry whether B.E. is compatible with qualitative research?
Perhaps you have heard people say that qualitative research isn’t useful because ‘people don’t know why they do things’ for example, which has led some people to conduct research only about behaviour and not about what motivates people to behave as they do, or about how people think.
Why steam came out of Charlie’s ears
Suzanne and I recently took part in a NewMR webinar event ‘New but not Tech’. We were talking about sense making, and about how people make sense of their experiences. Someone asked if that meant that sense making was an ethnographic technique, and I said:
“No, because in sense making what we are interested in is what is going on in people’s heads.”
With steam coming out of his ears, ethnographer Charlie Cochrane of Jump the Fence posed this question in response: