“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.
Qual research is all about talk
The debate about online bulletin board qual and face to face qual usually focusses on the technology – whether it is available, and whether or not the target market is comfortable with the method. Some are and some aren’t is the short answer.
What is more interesting to me is how to moderate with each method so we get the right result. Since so much of moderating, especially online, is talk, I have had a look at what we know about differences in how people talk online and how people talk face to face. And not just how they talk, but how they talk to each other.