Insight from thinking frameworks

"Each of us creates a map of reality that allows us to operate automatically and in a particular way. Our unique experiences, culture, language, beliefs, values, interests and assumptions shape our maps. We take this perception of reality for granted and expect others to perceive something in the way we do, often being surprised that they do not. None of us perceives ‘the real world’. We only perceive a representation of it – a model of reality”

Wendy Gordon. Goodthinking    p201)

We all develop mental models as a way of simplifying the complex world around us. Researchers need to be able to see the mental models that others (consumers and clients) are using. The only way to see mental models in others is to use clear thinking frameworks. Unfortunately, researchers who do not recognise the importance of frameworks typically interpret research findings using their own mental model: a hybrid of their experiences and exposure to ideas over their career.

Susan Bell Research is unique in the way we apply this concept to solving clients problems. We know that insight comes to researchers when they realise that what they presumed represented reality was in fact just a model of thinking which has stopped them seeing and hearing what consumers were really telling them.

What is the new qualitative research?

Qualitative research has to change. It has fallen into a stale model where focus groups are the default choice - even online -  and where the implicit model used by researchers is that attitudes directly influence behaviour, despite all evidence to the contrary!

In contrast, here is the ABC of 'the new qualitative':

Authenticity. We believe that the research process has become unnecessarily artificial, so instead we aim to go to consumers as often as we ask consumers to come to us.  We need to conduct research - when possible in authentic contexts.

Behaviour. We believe we learn more about consumers by understanding their behaviour than by exploring their attitudes.

Consumers' world. We believe in understanding the world consumers live in, so our research often includes analysis of marketing materials that convey information and meaning to consumers.