Deep understanding of the decision making process can enhance the way an organisation addresses the pain points of their customers and stakeholders.
Here are three key lessons we have learned in our work researching how people make difficult decisions, especially long term decisions like whether or not to retire, or whether to invest in a self-managed super fund.
It's great to see that our qualitative customer experience and survey research can have such impact:
Our report describes how consumers decide to buy direct life insurance and how they decide how and what to buy. Our sense-making approach to research revealed how some consumers struggle with their experience. These products are complex so consumer understanding of their features is often poor.
One very simple way to get more out of focus groups is to conduct individual interviews with group participants afterwards. We do them by phone, but any other method would work just as well. We have been doing this for our victims of crime project.The benefits are:
Superannuation members are 'bamboozled by poor disclosure' Productivity Commission deputy chair Karen Chester says - ABC.net.au/news [1]
Be honest now. You may not ‘bamboozle’ but are you guilty of any of these communication transgressions?
For our paper ‘Sense-making for Exploratory Qualitative Research’ for the upcoming 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.