Qual Street

Dedication to the answer





I was reading the Farnham Street Blog about “Surprise”: anomalies and how we should take notice of them…

…because surprises are examples of when our confirmation bias is challenged – something doesn’t quite sit right with what we were expecting.

Then I realised that ‘what surprised you?’ is a wonderful question we should be asking when we are analysing research findings, and a great question to ask our research participants too.

Surprises, or differences in what we are expecting alert us to the fact that we need to re-think or discover new thinking – in other words an insight could be round the corner.



Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

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