Post on 05-Dec-2014
description
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
www.tapestryworks.asia