If your market or category is changing, we can help you make sense of those changes. We do that by uncovering how your customers are making sense of it. We use deep qualitative research methods to do this.
While the ability to 'make sense' of our experiences is one of the most fundamental aspects of human cognition, people are not usually aware of this process. As social scientists, we know that people make sense of things by seeing patterns and interpreting what they see according to multiple factors: their emotions, their expectations, their social and cultural norms and their sense of identity. When the environment changes, people have to make sense of it all over again. Humans do this naturally and without conscious awareness. That is why we need intensive qualitative research to explore and uncover these factors.
For our paper ‘Sense-making for Exploratory Qualitative Research’ for the 2018 AMSRS Conference, Suzanne and I interviewed some recent retirees about what it was like to retire. In these interviews, we tested out our new ideas about sense-making.