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Annual Conference Reporter on the Scene: Cultivating Connection: Helping Decision-Makers Understand the Humans Behind the Data

Posted By Marta Villanueva, Thursday, June 18, 2020
Updated: Thursday, June 18, 2020

Annual Conference Reporter on the Scene: Cultivating Connection: Helping Decision-Makers Understand the Humans Behind the Data

Presenter: Cory Davison, 4Xperience


Summary of Conference Session

At the QRCA Annual Conference presenter Cory Davison of 4Xperience asked attendees, “How do you connect the qualitative findings with the decision makers, to further drive action?”.

One of the biggest challenges for qualitative researchers is to deliver insights to the different audiences and promote a common understanding of who the humans are providing input in the research. Driving action makes our research meaningful. Action starts with “humanizing” the data and connecting with the decision-makers who may interpret the research from many different perspectives.

During her presentation and utilizing real case studies, Cory Davison shared a simple framework with 5 steps (Relate, Speak their Language, Understand their Audience, Walk in their Steps, and Focus on the “So What” which can be the bridge to connect consumers and the humans interpreting the data.

Key Session Takeaways

I really enjoyed Cory’s session and had many “takeaways” including the heart of her presentation which was that as qual professionals we need to find a way to relate to clients through stepping into their world and remembering that they deal with varying thoughts, feelings, emotions, just like us. They are deserving of our empathy.

The boardroom dishes out many challenges including shorter attention spans, dealing with big data, many versions of the truth, etc. By remembering that our clients are human like us, we can make presentations interactive, build bridges from an experience perspective, and use tools like the Insights Discovery Tool to understand what clients know, believe, and do can break down barriers to connection.

On the topic of presentations, we need to make sure that as practitioners we are speaking the same “language” in order to connect with our clients. Focus on what matters to them, including the metrics client uses, emphasizing the story the data creates, developing a process map with interval views (product/brand path from beginning to end), and an experience map (showcases what happens when the human factor is involved). Understand their audience and bring it to life through personas. Most importantly, Cory reminded all of us to “be clear about what you know and don’t know”.

Present the data in a way that can be understood. Researchers and qual professionals need to remember that journey maps are different from process maps.

  • Journey maps are about what customers do vs. what a brand wants them to do.
  • Journey maps answer: what does the persona do, think, say, feel? “So what?”

We must direct clients in what to do with the data. The “so what” must include the persona, company, and solution. Coming up with a mantra or agreement statement can aid understanding - something clients can go do. For example, we can use an action phrase to make the connections for clients: "Therefore we recommend/enabled by/ and if we do this…."

Aha Moment

It’s very easy to get caught up in the research and forget that clients are “human” too. This presentation was a great reminder to take the time to understand the client pain points, their stakeholders, and ways to connect with their preferences using a tool like Insights Discovery.

Final Comments

We forget the power behind the creative techniques used with consumers. Our tools can easily be adapted for relationship-building with clients.

Moving forward, I will be adapting my deep dive techniques developed for consumers to connect with clients.

QRCA Reporter on the Scene: Marta Villanueva, NuThinking

Tags:  actionable insights  Humanizing Research  Insights  QRCA Annual Conference  QRCA Reporter on the Scene  Qualitative  Research Methodologies 

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Our experts will show you how to create actionable insights in our upcoming QCast

Posted By Administration, Tuesday, August 9, 2016
october 2016 qcast

Join us for the upcoming Qcast: Understanding Critical Tipping Points by Going Deeper Faster: Leveraging Mixed Methods, Digital/Online Technology and Innovative Projectives

This Qcast will be held on Thursday, October 6, 2016 at noon EDT.

Four independent QRCA professional research colleagues with extensive health care experience joined together to conduct an exciting research case study. By extensively layering projectives into both telephone and online methodologies, they demonstrate how they expedited rich, compelling and actionable strategic insights. They illustrate how "tipping points" evolved while physician-patient conversations and patient journeys truly came alive!

» Get more information and register now

» Also, take a look at some past Qcasts here

Tags:  actionable insights  critical tipping points  digital technology  october 2016  online technology  qcast  qrca 

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