If your market or category is changing, we can help you make sense of those changes. We do that by uncovering how your customers are making sense of it. We use deep qualitative research methods to do this.
While the ability to 'make sense' of our experiences is one of the most fundamental aspects of human cognition, people are not usually aware of this process. As social scientists, we know that people make sense of things by seeing patterns and interpreting what they see according to multiple factors: their emotions, their expectations, their social and cultural norms and their sense of identity. When the environment changes, people have to make sense of it all over again. Humans do this naturally and without conscious awareness. That is why we need intensive qualitative research to explore and uncover these factors.
Sue Bell gave a webinar for the Research Society in June 2020. It is about the four different types of sensemaking and includes a case study of her work on vegetarianism.
The Research Society webinar is free and available here:
At the very beginning, you can hear her talking about an earlier event - the QRCA conference on The Future of Qualitative Global Workshop as she was one of the speakers. The QRCA Future of Qualitative event was described as "We welcome qualitative professionals from around the world to join us in exploring what the new frontier of qualitative research will look like and how we can lead the way. Hear from prominent voices in qualitative who will bring insight and perspective to move us through the challenges of 2020 and beyond. Join us for a thoughtful day of presentations, Q&A, and even small group discussion that can bring new context and inspiration to qualitative research." https://qrca.ce21.com/item/the-future-qualitative-355711#tabDescription