How important are conversations in qualitative research - if behavioural change can be achieved differently and with fewer diagnostics? The current focus on behavioural insights and nudge techniques challenges us to re-think how central conversations are to decision makers looking to effect change rapidly and effectively with a focus on ROI and impact.
We’re participating in an exciting round-table discussion next week at the 2021 BVM Annual Congress.
The topic: the direction of qualitative research, and in particular the role of the conversation in an age of behavioural insights.
Provocatively: do we actually to need to ask questions any more at all – if behavioural scientists can help “nudge” us into change by tapping into our non-conscious decision making processes? Behavioural Economics suggests we don’t have access to many of the decision processes we make – so asking us is futile, perhaps.
This has impacted on the task of getting to the “why?”
Qualitative has undergone a sea-change since its embracing of asychrononous platforms (MROCs) around 15 years ago – where behaviours can be documented by consumers via their smartphones and used as a basis for discussions and deep-dives. So hybrid approaches are part of the mainstream.
But what about the future?
Is the Qual toolbox – including projective techniques, storytelling and more – still on-the-pace? Do we still need “depth”?
Join this AKQua session with myself (Edward Appleton), Christiane Quaas (Sanofi), Barbara Lang (Point Blank) and Dirk Frank (ISM Global Dynamics), moderated by Patricia Blau (G.I.M) for a deliberately provocative take on the above next week: