Sense and meaning in a changing world

The landscape of products and services is changing rapidly, partly in response to new crises like extreme weather events and Coronavirus, but also because of changing demographics, health and 

Our qualitative research interview technique Sensemaking is the ideal way to understand that change from the people most affected - the buyers and users of your products and services. Why? Because it is based on the idea that people's ideas and behaviour evolve in response to their experiences.  Sensemaking does not try to force-fit people's behaviour into a journey if it is not a journey (and not everything is) and it doesn't pretend that people 'make decisions' when in reality what they do is work things out as they go along. Read about Sensemaking interviewing here

Sensemaking is also an analysis technique. Read more here.

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