Understanding people and their motivations is what See specialises in. We know that it’s important to take into consideration surroundings and context to really understand and get under the skin of people we meet. Therefore, in the wake of and since the general election we have continued to observe and question what we have learnt so far. Here are some thoughts on this from Hannah…
The general election might have acted as the initial trigger for this piece but it certainly does not start and end there. It’s part of a much bigger commercial implication for the research industry and our clients alike – ensuring we are always listening and speaking to a diverse and varied range of people.
Two key observations I have made in recent months…
In a country that’s as diverse as UK, what really astounds me is the sheer lack of knowledge many in the political world have of real people – an extremely limited understanding of people’s ‘life-hacks’, motivations, real behaviour and knowledge of what delights and scares them. Furthermore, the context they experience these things in and their day-to-day life narrative, because without this how can we put anything into perspective?
After seeing good, bad and downright weird manifestations of talking to people over the last few months, I have created my ‘Big Four’ drivers for success when it comes to not only being a good communicator, but also demonstrating that you really ‘get’ people:
What else can us as researchers and brands actually DO to ensure we really understand the people we meet?
What I love about talking to people is that, as long as you put them in a situation they are comfortable with and able to strike up a connection, they give you that unadulterated window into their life. You get to know them, and importantly you can begin to understand them and their ‘life-hacks’. However, without relevant methodology, inspiring research document design, suitable moderation skills and spot on recruitment it all becomes very tricky to get under the skin and therefore deliver something insightful and useful for brands.
It’s unrealistic to think that we can talk to everyone, but how do we ensure research is diverse whilst giving brands the window into people’s lives that will enable them to understand and ensure products, initiatives, communication etc. are always relevant?
I have been thinking about the current research process and things we can do (and continue to do), to ensure we get the best out of the people we meet and therefore the best out of the research for our clients: