Introduction to sensemaking


Sensemaking is a new way to think about customer experience research and decision-making research. 

We have used it to develop a unique form of qualitative research blended with semiotics and discourse analysis. 

Sensemaking is about how people think, feel and behave in complex and changing situations

Sensemaking is about how people make sense of the communications they receive or of the services they experience.  It is perfect for understanding how people try to figure out how to solve a problem - on their own, through search, and conversations with others.  

Making sense socially

Unlike other research methods - such as customer journeys and choice modelling - sensemaking takes social relationships and connections into account. We are, after all, social creatures.

It is not linear

Unlike customer journey research, sensemaking research is for experiences that are not linear.

Call us if you need new insight about:

  • How people deal with information overload
  • When customers want self-service and when they need your help
  • Designing a process, such as a registration process
  • How people make sense of the instructions for an unfamiliar service or device.

Blog posts on sensemaking

Interviewing as mentoring






Tags: sense-making

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