Ambreen and I attended a qualitative conference in Valencia a couple of weeks ago. Here are some take-outs that you might find useful…
Some useful language/ ideas we picked up:
Perplexity: the utter sense of confusion people are feeling in today’s world. (Think Brexit; terrorism; austerity as a long-term way of life…)
Curiosity gap: what happens when you know a bit, but not the whole story, so you want to know more. (Think click bait, think about ways to use the curiosity gap in presentations to keep the audience interested…)
Diversive Curiosity and Epistemic Curiosity:
- Diversive, when you want to know something novel, be diverted (close the curiosity gap).
- Epistemic, when you want to build knowledge and understanding.
Method Insight: ‘re-experiencing life as if it were true’ in order to understand your ‘target market’
Unconditional Positive Regard: The phrase that explains how we should ask our questions. (I read about this too in a recent book ‘Never Split the Difference’ on the art of negotiation… It means being fully attentive and non-judgemental in order to help people feel good about talking (about themselves).)
Triangulation: Using more than one method to help you answer a question. In qualitative research triangulation could be about taking a side-ways approach to interviewing. For example, talking to people in a dog park… where their attention is both on their dog and themselves and you (triangles, you see…)
Qualitative Testimony: (mentioned by Simon Shaw, Trinity McQueen) not being about everyone’s truth, but an individual’s truth. Still worthy of interest. AND (apparently) when qualitative testimony contradicts the data, it should act as an alarm bell – there’s something wrong with the data…(or so says the guy in charge of Google’s search engine)
Intentional Research Design: Developing research methods that show participants how to do something (for example how to tell as story so that it has great impact – laden it with emotional valleys & hills, create a problem, resolve the problem…)
Cultural Insights: understanding brands’ (among other things) cultural meaning… e.g. Coke stands for freedom/ capitalism/ Christmas etc… we should acknowledge culture when we are trying to understand brands/ marketing/ consumers…
Social flare: a social media message that many join in with quickly, spontaneously (like #metoo)