We call our approach to cultural insight en-symbol to capture two crucial ideas.
“You never really understand a person until you consider things from his point of view. Until you climb inside of his skin and walk around it" 1
Sense-making is a new way to think about how to research complex problems. It does that by focussing on how people ‘make sense of’ concepts, communications and marketing offers of all kinds.
For our paper ‘Sense-making for Exploratory Qualitative Research’ for the 2018 AMSRS Conference, Suzanne and I interviewed some recent retirees about what it was like to retire. In these interviews, we tested out our new ideas about sense-making.
What is your view on how people make decisions? In this blog post I describe why we at Susan Bell Research think sense-making is such a useful way to think about how consumers, citizens and business people make decisions. For us, it is better than the alternatives, so let's start there.