good conversations - a new model for qualtiative research' presented to aqr, 2.11.07
DESCRIPTION
TRANSCRIPT
for AQR by Kevin McLean
GoodGood Conversations ..Conversations ..
.. a New Model for .. a New Model for Qualitative ResearchQualitative Research
www.wardlemclean.co.uk www.theartofconversation.net
Introduction
• Acknowledge
• Challenge
Introduction
• Recognise / refine our skills
• Raise our status
via ‘conversations’
What do you say is
a good conversation?
Group discussions vs dinner parties
• Conversational values:– Commitment – Participation– Listening– Interest– Honesty– Respect– …
Menu
1. Conversations and QR
2. Schools of thought
3. Brands and marketing
4. Onwards and upwards
1. Conversations and QR
• Good qualitative research, good conversations?
• Pulls towards questions and answers
Conversations
OpenMap on to networks
RapportEquals
Liberating
Creative
Q & A
ClosedImpose a structure
AlienatePower relationsDisempowering
Kills creativity
Conversations
Rich, rewarding
Space, freedom
Lead somewhere
Yield truths
Trust
Q & A
Frustrating
Confined
Start and finish
Encourage lies
No Trust
Therefore
• More insight from better conversations
• But that’s not all …
2. Schools of Thought
• History
• Biology
• Philosophy
A (very) short history of conversations
In the beginning
• Voiced utterance, plus gestures
• Physical, social context (grooming)
• Conversations are what make us human
– and are not only verbal
• We are essentially social beings
The birth of jazz
© Larson
Conversations change history
Conversations change history
• The French salons– emergence of the novel
• London coffee houses– Stock Exchange, Lloyds
insurance etc
Conversations change history
‘(Crick) asked naïve questions .. in order to understand things. Conversations yielded new insights’ Theodore Zeldin
What do we mean by conversation?
• Familiar/informal talk
• Manner of behaving in the world
• Turn about constantly, change
Focus groups Fist fightsPoems
Hunger pangs Meetings
Brands
PrayerTrust
FrowningRacing
Democracy
Climate change
Blogs
.. are all ‘conversations’
Kissing
Arguing
Colonialism
Attitudes Habits
Attitudes
– inside– measurable– immutable– ours
– made up, made to order
– adapted/adopted– life of their own– shared
3. Brands and marketing
Welcome to the revolution!
1950s today
Mark
ets
are
con
vers
ati
on
s
Before:
Brands
Consumers
Now:
People Brands
‘Commerce is increasingly going to shift away from older forms of communication … towards something that resembles a real conversation.’
James Surowiecki, author, ‘Wisdom of the Crowds’
Brands
• Are not things
• Derive from two networks– internal network
– external network
1 2
3 4
4. Onwards and upwards
• Good conversations take us all forward
• Stuck within our comfort zones?– Hocus pocus groups
• More productive methods … conversations that matter
Onwards and upwards• Digital revolution
• Conversations with less agenda– Hosting, open space facilitation
• if you are not learning or contributing, go to somewhere you are
Onwards and upwards‘real conversations are humanity’s profoundest invention … the web invites us to … do something with that connection (to make) a difference ... in our world’
Chris Corrigan, Art of Conversations
www.chriscorrigan.com/parkinglot
TO GOOD CONVERSATIONS!
Thanks for listening