answers without questions

ANSWERS WITHOUT QUESTIONS

Challenges for question and answer approaches

•  System 1 vs System 2

•  Framing the right context

•  Questions change answers

“We are to thinking as cats are to swimming, we can do it if we have to.”

Daniel Kahneman

System 1 vs System 2 •  Multiple systems •  On-line pattern detection •  Here and now •  Automatic (fast,

unintentional, uncontrollable, efficient, intuitive)

•  Rigid •  Implicit •  Sensitive to negative

information •  Hard working •  Easy problems

•  Single system •  After the fact (check &

balance) •  Taking the long view •  Controlled (slow, intentional,

cognitive, energy sapping) •  Flexible •  Explicit •  Sensitive to positive

information •  Lazy •  Hard problems

Fundamental attribution error

Diving deep into memory

The context of drinking

Questions in the right order?

The rating problem Asking for explanations changes preferences

Asking for descriptions degrades memory

(Not Quite) Total Recall

1.  Expert knowledge

2.  Original context

3.  Free recall

…. lead to more accurate responses

Ideas for research

Experimentation

•  Behavioural data (direct and indirect)

•  Designed experiments

•  Split testing

Designed to provide answers

Colour

Thickness

5.5

5.1

5.9

5.5

6.1

6.4

Increased levels of liking

6.7

6.4

6.1

5.8 5.2 5.5

Non-verbal research

•  Images and metaphors

•  Recognition vs recall

•  Implicit testing

Any pattern?

“Power corrupts. PowerPoint corrupts absolutely.”

Edward Tufte

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

Storytelling

•  Semiotics and cultural analysis

•  Deeper conversations through story

•  Using archetypal frameworks

Explorer  

Visionary  

Answers without (too many) questions

•  Experimentation & analytics

•  Non-verbal research

•  Storytelling

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