What is sensemaking?
A naturalistic way to understand decision-making
We are promoting the concept of 'sensemaking in research. Sensemaking is not just a new method or technique, it is whole new way of thinking about how people make decisions in the real world.
When people want to make sense of or bring sense to what just happened to them, they tell a story about it. So, we gain insight into how people make sense of their experiences by listening to how they talk about the decisions they made.
Sense-making in market and social research is an idea that we have had to help our clients make sense of the behaviour of customers, citizens, and stakeholders. This is fresh thinking - you will not find this kind of research anywhere else. We are always happy to challenge existing ways of doing things.
To find out more go to When to use sensemaking'