Have you been doing a lot of holiday cooking? We have! But what does that have to do with research and strategy?
Chefs and expert home cooks alike, know the value of mise en place, or assembling all the tools and ingredients you need in advance. Checking your lists, reviewing the recipe, and making sure you haven't forgotten anything are all vital steps in having a perfect outcome when preparing a special dish. Dealing with your next research project or customer collaboration is no different. If it's your first time, you might want to consult with others who have tried the same thing, to see how things turned out. You can consider whether, the last time you did this, there was something you learned that you might adjust. And you can even give some thought as to how you'll serve the results, and who will be at the table.
As a trusted research and strategy partner to our clients, PANOPTIKA helps them put everything in place before we begin, just like assembling the mise en place. Whatever you're planning for 2019, take time to be prepared in advance, and it's sure to turn out a whole lot better than it would otherwise. If you'd like to receive our upcoming special offer for a customer research audit, so you can be ready for YOUR fresh start, click here.
One of the best gifts you can bring to your work, whether you're just starting out, or you've been working in the same field for a very long time, is curiosity. Giving yourself permission to be curious can help you solve problems more creatively, demonstrate engagement to colleagues and customers, and keep your work interesting when others feel like their occupation is nothing but a grind.
So how can you stay curious? Here are just a few ideas to keep your curiosity active all the time:
Sometimes when we work on research with a client, they are very familiar with a specific kind of tool, or they have a strong understanding of how to understand a certain kind of data. Surveys are a good example. Most of us like the certainty of surveys - we can understand the statistical value of the data, the numeric nature of data makes good charts, and it can be organized and displayed in incredibly beautiful and insightful ways. When you use a survey, you're a collector of data. Oh, you might add a few open-ended questions, but the bulk of everyday survey work is about things you know, and figuring out whether you can make a great discovery by connecting them, or organizing them in different ways, or by gathering new (but finite) facts. How many trees are in this photo? How often does the river overflow its banks? At what time is the light best for a photo like this one?
On the other hand, when you use qualitative research, it's more like being an explorer. You don't bother to guess what might be around the corner - you explore. You might do that observationally, by taking a walk in the woods or along the river's edge, and taking photos, or making notes. Or, you could ask the person in the photo why they're here. What led them to this spot? Have they explored here before? Are there things that might have been helpful on their journey so far?
The thing is, it's difficult to be a collector and an explorer at the same time. The first requires precision, a certain fore-knowledge, and many data points to validate. The second requires a sense of wonder, an openness to the idea that the answers my not be easily quantifiable on a chart, but delivers a richness and depth of understanding that is hard to see in a pie chart. Both are necessary, and each kind of understanding of your customer, your market, your operations, deserves your attention and care. When you have big questions that need answering, think about whether you need to be a collector or an explorer, and it will help you decide how to structure your research in a way that matches with the hat you're wearing for this project.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help them See Everything. Here are some of the things we see.