This infographic details six useful lessons from information designers and information psychologists on how to attract the attention of customers and stakeholders in ‘lean forward mode’:
Are you afraid that technology has taught us all to live in a fast multi-tasking world so that your customers and stakeholders have ‘the attention span of a goldfish’?
Don’t worry. Just because many of us multitask while watching movies, that doesn’t mean that we can’t pay attention when we have a goal to achieve. I like this distinction from from Google on how people pay attention, by leaning forward, or leaning back. Whether someone ‘leans forward’ mode or ‘leans back’ mode depends on their goals at the time.
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:
We use the 'long interview' qualitative research technique in our research when we want the people we are talking to to think and not just tell us the first thing that comes to mind. Here are some tips on how to conduct long qualitative interviews.
What is a ‘long interview’?
A long interview is a one-on-one interview that takes at least an hour and is conversational in style. Some IDI’s (individual in-depth interviews) fall into the ‘long interview’ category, but only if they are conversational and – it has to be said – long.