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
This is a unique form of qualitataive research, where the researcher acts as a kind of mentor.
We see our role as mentors, helping the person we are speaking to realise how they talk and think about this particular issue or problem.
We have created a unique non-linear interview format that allows the person we are interviewing to describe and define in their own words the world that they are experiencing and how they navigate it.
- We ask people to tell their story in their own way. People have a drive to share their experiences. How they tell their stories reveals the cognitive frames they are using to make sense of the world, and their language.
- We focus on actual behaviour, in context. As well as the behaviour itself we set out to learn what preceded the behaviour, including all of the false starts, the changes of mind, and the uncertainties.
- Then we focus on what happens afterwards, particularly the stories that people tell about what happened. We listen carefully to how they tell the story - what they say, how they say it, what they emphasise and what they do not mention.
- We use sophisticated questioning and projective and enabling techniques to go behind and beyond the story we have been told.