'Respondents', 'participants', 'consumers'. There are many terms that we use to describe those that join us on our search for insights
What to call these people has been the subject of much debate over the years. ‘Respondents’ feels a little passive, while ‘participants’ brings more of a sense of engagement. Many marketers label their audience ‘consumers’, while others choose ‘shoppers’ or ‘users’. None of them feel quite right. Because, whatever your label of choice, it becomes an issue if it defines, and limits, how you think of the people you’re talking to.
Thinking of people solely within the dimension of a research setting risks losing the bigger picture.
We shouldn’t think of them just as consumers of chocolate.
Or even just consumers of Tony’s Chocolonely.
If we narrow our field of vision like this, then our work becomes blinkered. We miss seeing the whole person in their context. We miss understanding how a category genuinely fits into real life. After all, how important can any brand really be to someone in their day-to-day activities? If we’re asking someone about a product for two hours, it may seem far more important to them than it actually is. Or more interesting because we’re showing them something new.
Overall, the less you can tell participants about where your questions are going, the more likely you are to discover interesting and unexpected information. Because most people bring with them an underlying, inherent desire to please.
By agreeing to participate in our research, they’re being helpful. Simply by agreeing to answer our questions, they can’t help trying to help. And all that trying, however unconscious, can be a major hindrance.
There’s a well-known example from Sony that perfectly illustrates this point. Rewind to the 1980’s. Sony was testing reactions to their upcoming range of Sony boomboxes. A focus group was shown alternative colours for a new boombox product ahead of its launch. The overwhelming feedback was that the bright yellow option was more vibrant, fun, distinctive, fashionable and could justify a premium price point, compared to the traditional black colour. But as the group left, they were told that, in addition to their $50 incentive, they could also take home one of the boomboxes as an extra 'thank you'. There were two piles of music players – one yellow and one black. The majority took the black boombox and only a few the yellow option.
From this we learn a number of priceless lessons.
- Never underestimate the power of system 1 vs system 2 thinking.
- There is an inherent desire to please and to be excited about new ideas.
- And sometimes watching when no one realises is the most valuable exercise.
Whatever approach we choose for a project, as researchers, we need to see the whole person. It’s vital to provide the right context for those participating to show their true self. To stop trying.
Good qualitative research is about going beyond what people say.
It’s about understanding their context.
It’s about questioning and challenging.
It’s about unlocking new perspectives.
Most of all, it’s about remembering to see the whole person.
Need a fresh perspective. Talk to Hummingbird Insights