Supercharged Qual: How academic and contemporary theories can increase power to the consumer voice in qualitative research

Transcription

1 i Supercharged Qual: How academic and contemporary theories can increase power to the consumer voice in qualitative research Kat Jennings and Rachel Abbott, 2CV Paper presented 26 th April 2012 AQR/QRCA Conference, Rome ns ogg V3 i 3 r t SS,, 33 ogg V3 i 3 r t SS,, 35 2i 2 2 i 460 i Bush e St FL 1, San Francisco, CA o5 g5s, St 533g 2i C 2 2CV Asia Pacific 80 Raffles Place #35-35, UOB Plaza 1, Singapore t: Supercharged Qual: overview The Current Context: versus A model for uniting the two perspectives in qualitative research Case studies: delivering impactful research using this approach Principles of application Points of reference and inspiration The current context: A focus on Behavioural Economics Neuroscience Cognitive Neuropsychology Scientism Quantification

2 Why is theory relevant to qualitative research? Accounting for What people can t tell us Context and framing Heuristics and biases Habit Imitative/ herd behaviour Social norms, media and culture in action The current context: But what about me in this context? "How do we regulate our emotions? The answer is surprisingly simple: by thinking about them every emotional state comes with self-awareness attached Jonah Lehrer

3 and its role in changing behaviour Framing insight from Behind the Scenes in a way that is meaningful to people An approach to uniting the two perspectives in qualitative research Putting research in context Culture, context and hidden drivers Optimising method and interpretation Understanding synergies and conflicts = rich territory for transformative understanding Using academic and contemporary theory Case study one: Transport for London sustainable travel

4 Stages of change theory (Prochaska) Six principles of persuasion (Cialdini) Behavioural Economics (Nudge, Switch) Habits Heuristics Context Social norms Personal stories of behaviour change (intended and past) Strength of travel heuristics and habits it s not about the journey but the destination! Motivations and barriers are interlinked The influence of external and social factors Case study two: Teen Road Safety Influence of herd dynamic Distractions a key challenge for under-developed executive processes Teen culture of risk taking/challenging boundaries Elephant and Rider model (Switch, Chip and Dan Heath) used to shape communications strategy Friends and belonging are everything to teens Fear of losing immediate and certain future (social life) Possessions (phone, music, fashion) are important social and lifestyle facilitators Friends and possessions can be distractions on the road

5 Case study three: Change4Life Semiotic and cultural analysis identified: Changing landscape of health attitudes that influence individual behaviours Campaign discourses and impact: Changing science of fat Child s play associations of characters Soft Realism makes change approachable How families were framing the change Changing attitudes and behaviours - new stories around health: Exercise as love Food as good energy Some dissonance between attitudes and behaviours identifying challenges ahead for the campaign

6 Principles of application Cultural associations Psychological processing What it feels like? What it looks like from their perspective? Context and framing Social norms, herding/imitative Past behaviours and habits Trends and media Academic and contemporary theories What rationalisations are used? Do dissonances exist or are they resolved? How do they describe it? What do they think are the influencing factors? What are others around them doing? With evidence from both sides ask: What are the points of opposition versus alignment? Points of reference and inspiration The Optimism Bias, Sharot Proust was a Neuroscientist, Lehrer Mind Hacks, Stafford & Webb Predictably Irrational, Ariely Nudge, Thaler & Sunstein Switch, Chip & Dan Heath Incognito, Eagleman The Happiness Hypothesis, Haaidt The RSA and its social brain project Frontal Cortex Blog Thinking, Fast and Slow, Kahneman Drive, Pink Mind Hacks blog If you d like to speak to us about our paper please get in touch: katj@2cv.co.uk rachela@2cv.co.uk i i ns 460 i Bush e St FL 1, San Francisco, CA ogg V3 i 3 r t SS,, 33 ogg V3 i 3 r t SS,, 35 o5 g5s, St 533g 2i 2 2 2i C 2 2CV Asia Pacific 80 Raffles Place #35-35, UOB Plaza 1, Singapore t: