How to Get Out of the Question/Answer Rut by Susan Fader, Fader & Associates #CRC2014 #MRX


tCRC_brochure2013Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.

How to Get Out of the Question/Answer Rut by Susan Fader, Fader & Associates

  • use story telling, use all five senses, use 3D
  • if your culture focuses on memorization, creativity is lower
  • everyone has a laundry list of question, take it so you know what people are thinking – who, what, where, when, why, how; questions they think will give them the answers they want
  • when you ask a direct question you don’t necessarily get answers – people feel defense, interrogated, preconceived notions
  • think of a controlled conversation vs free choice
  • do you always talk to heavy users? but even these people aren’t all the same. their behaviour is automatic. they aren’t thinking. it’s all subconscious. they can’t articulate because it’s submerged. must bring the subconscious to conscious.
  • try self-ethnography – have them observe themselves
  • if you have 5 kids, do you THINK about how and why you’re doing laundry? no, it’s automatic
  • need to prime the conversation – get them in the right mindset – use storytelling to do this
  • 80% of the laundry list of questions can be answered by telling a story
  • don’t say “tell me a story about potato chips” say “tell me a story about the world of snack foods” [do NOT get me started!]
  • frame the conversation broadly
  • Financial example – wanted to talk to people who spent at least $2000 in the store, used a group session to talk about loyalty rewards of the program, need to get people in the frame of mind of shopping in the store
    • think about shopping, some of you love shopping, some of you would rather get root canals
    • imagine you have to go to a store and find an outfit, what are you feeling and thinking about that situation – some people are energized, others are sweating
    • they don’t need to read what they wrote, but just tell a story about it
    • takes only ten minutes
  • pharmaceuticals – Hernia surgery
    • general surgeons do 5 to 10 surgeries on a regular basis [did not know that!]
    • they wanted to speak to hernia specialists – 8 to 10 per month – didn’t like that criteria
    • ask them which surgeries they like and dislike, where did hernia surgery fall – they didn’t like it
    • why do you like and dislike these, using a story, people didn’t realize why they gravitated to certain surgeries until they told the stories
    • took ten minutes
    • hernia surgery is non-creative, rote, just about the engineering, doesn’t speak to the creative mind, but when you demonstrate how the tools let you be creative, then surgeons liked it more
  • Orange juice
    • Bring three items from home to help you tell a story, people all brought in the same things – sports
    • but when asked to tell a story they moved from a baseball glove to “i like playing the sport” while the other brand was “i like the team playing”
  • 3D collaging and photo cards – collages are generally automatic pilot, people do what they’re expected to do
    • people didn’t think about getting a flu shot at a pharmacy instead of a doctor
    • why did people who really like diet pop drink a certain brand in full calorie version
    • HIV test – millennials had to have 5 partners over a year – “please tell us a story”  :)
    •  3D collage of things in your home – “Why would you get a flu vaccine at a pharmacy” – dollar bills, chip bags, cough drops, soap
    • diet vs nondiet – mom created a monopoly game and told her story by playing the game – she put kids fighting on the board, chips on the board
    • someone else used toast, cards
    • in financial services, people include condoms, cars
    • put all the 3D collages on the wall for the story telling
    • people start referring to each other’s collages
    • they work as lie detectors, sometimes they gravitate towards something that wasn’t on their collage, sometimes they can articulate their reasoning
  • Photo cards – there are no people in these cards except for a baby and a witch; they include a range of scenes
    • a group of fish is school time
    • a christmas tree could be surpise of the gifts, sharp needles on the tree, disappointment at getting something you don’t want
    • use about 40 cards – can have story on the wall in 5 to 8 minutes
    • sometimes pair people together for similarities or differences
  • Use game pieces – give people lego, tell them colours mean something, they can communicate taste and smell visually
  • use touch as the springboard – use disruptors, make people come at a discovery in a different way – pick something in a black back and describe it with adjectives. now the assignment is to think of a ~new iphone accessory~ using those adjectives. forces people out of their preconceived notions

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