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Theater Games in Research and Ideation

Posted By Laurie Tema-Lyn, Tuesday, March 19, 2019
Annual Conference Reporter on the Scene: Step Back to Move Forward: Developing Customer Journey Maps

 Laurie tema Lyn

Bring the POWER of Theater Games to Your Next Session!

Let me start off by saying I am not an actor, although I’ve had some theater training. I earn my living as a researcher, consultant and innovation catalyst, and I’ve been doing that for decades.
I like to bring PLAY into my work as I see the results are well worth it in terms of ramping up the energy of a flagging team, developing empathy, encouraging candid, uncensored conversations and triggering or evaluating new ideas.

Using theater games builds on fundamentals that all face-to-face researchers/facilitators should have in their arsenal. They include:

  • The ability to build rapport and have fun;
  • Creating a “safe place” so people feel comfortable expressing themselves;
  • Being able to read your group through attentive listening and observation;
  • Being willing to take a risk, knowing that there are no failures — risks lead to opportunities.

Here are tips and techniques to add to your repertoire:

  • Start with an easy game; I call this one Word Salad. It’s a new twist on the tried-and-true technique of Mind Mapping by adding a pulse — a finger snap — as you capture each participant’s words on a flip chart pad. Breathe and repeat each word or phrase that you are given as you chart. It can be a bit hypnotic. Participants stop self-censoring and by pausing a moment as you repeat the words they listen, reflect and connect. A variation is to use a Nerf ball and throw it to participants to respond. Less time for “thinking,” just gut level responses.
  • Experiment with Improvs to illuminate brand perceptions, product or service use, or to inform creative strategy or positioning. It’s good to do a bit of pre-planning to identify some people, places, things or situations that you might want to see “acted out” in your work session. Position the exercise as an experiment.Ask for volunteers and give basic improv guidelines including the use of “Yes, And…” to accept or build on their partner’s offers. Remind participants that you are not looking to them to be funny or clever, just authentic to the character or situations. After you conduct a couple of improvs, it’s important to review what all have learned.
  • Theater of Exaggeration. Try this out to spice up a concept review. You might begin in your typical fashion and then encourage participants to push the boundaries. What are the Most Outrageous Plusses or Benefits to this concept? Conversely, what are the Most Outrageous Negatives to this idea? You just might end up with some new ideas or identify problems that participants had been too polite to suggest earlier.
  • Mouthfeel: Try this out to help evaluate a name and positioning. This is an improv where participants stand up and have a conversation using a new name or positioning. I recently ran a naming session with a colleague for a social services agency. We had six names in the top tier and were trying to evaluate which were the best. One of the name candidates looked great on paper, but when I asked for two volunteers to improv it (one in the role of a crisis hotline operator, the other a client calling for help) we realized it was a bear… too cumbersome to speak when used in context. We nixed that one from the list.
  • Spontaneity based on solid preparation. These games work when you mentally prepare yourselfas facilitator, prepare your respondent team by providing clear guidelines of what you are asking them to do, and prepare your client team in advance so that they won’t be shocked or worried if you include a theater game to your discussion guide or agenda.

These are just a small sampling of theater games and activities you might bring to your next gig. I encourage you to try them out and make up your own, and feel free to get in contact with me.

Links to more articles on this topic:

 

Laurie Tema LynLaurie Tema-Lyn
Practical Imagination Enterprises
laurie@practical-imagination.com

Tags:  QRCA Digest  Qualitative  Research Methodologies  Theater Games 

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The Beautiful Human Contradiction

Posted By Kendall Nash, Tuesday, March 5, 2019
Updated: Wednesday, February 27, 2019
Untitled Document

Practical and thoughtful, but a walking contradiction. She made it clear that every decision she made had a purpose, and every item she bought met well-defined criteria. As she described her grocery store trips, she recalled the price associated with each and every item. In order to even make it into her cart, the items on her shopping list had to fall within an acceptable and narrow margin. And yet, her eyes lit up and you could see her lost in her memories as she described the unique metal bracelet on her wrist that she had bought on a whim for 250 euro during a trip to Barcelona. She smiled again and told me about how it was made.

Scratching Our Heads
That moment when the consumer tells you something totally incongruent with the story you’ve crafted in your mind of who they are and how they live…

Those comments that seem to contradict each other within a span of minutes…

We formulate clear pictures in our own minds of who a person is and what matters to them, only for them to turn around and tell us something that leaves us scratching our heads.

In my early years as a Qualitative Researcher, I’d find myself frustrated. Seeking patterns and convergence of themes, I was always challenged when things didn’t line up. Sure, I understood things would vary from person to person, but I was caught off guard and perplexed by the number of things that didn’t add up within the perspective of one individual.

Bracelet

Humans Are Messy
Of course, it didn’t take me long to realize what many before me had contemplated – that humans are, in fact, messy. We don’t follow a logical path down the road. There’s not always a reason – or at least not a consistent, or “good”, one. We don’t always make linear decisions. Sometimes we struggle with opposing internal forces that shape our mindsets and behaviors.

But then something beautiful happened.

When I looked more closely at those incongruencies within a single person, there were valuable opportunities for my client to step in and meet the consumer in the midst of the messiness. We identified opportunities for innovative products and delivery, discovered more meaningful ways to connect with those not yet using their brand, and found unique ways to give someone a great customer experience worth talking about. It was actually in those messy places we were finding our most disruptive learning – you know, the insights that make your team say “whoa, yes.” It’s exhilarating to experience those moments when you are onto something that you know will significantly and positively impact your business.

Quote 1

Unveiling the Mess with Qualitative Research

As a fan of both quantitative and qualitative research, I respect the ways both serve in delivering the information we need to make good decisions. Yes, enough people will tell you that quantitative tells you the what and qualitative tells you the why, but it’s so much more for me. Quantitative offers us sound decisions, confidence in direction before we set sail, and a big, delicious slice of the world. The beauty of qualitative is our ability to get in the nooks and crannies. To discover the mess and bring things into the light that just might unlock something truly magical for the brand. The rapport we build with consumers allows us a richer glimpse into what matters to them, so we can become brands that matter to them.

Quote 2

Embrace the Mess
Knowing that the messiness of the human heart and mind can be where the greatest potential lies for brands, we can see those moments through an entirely different lens. The next time in research you find yourself with a consumer who doesn’t seem to fit into a perfectly shaped box in your mind, celebrate! When things don’t add up exactly the way you expect them to, celebrate! You are probably onto something really good. And we go after good things.

What about you? Where have you found gold in the messiness of incongruent, inconsistent, yet beautiful human beings?

Kendall Nash Kendall Nash is a Vice President at Burke, Inc. in Cincinnati, Ohio. She is an instructor for the Burke Institute and a past president of QRCA. Kendall’s curiosity drives her closer to consumers and their experiences. Her thrills come from uncovering what people truly want and need, and translating that so brands can win.

Twitter: @kendallnash
LinkedIn

Tags:  QRCA Digest  qualitative  qualitative research 

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