“Imagined experiences are processed the same as real experiences. Stories create genuine emotions, presence (the sense of being somewhere), and behavioral responses engaging our right brain and triggering our imagination. By engaging our imagination, we become participants in the narrative (empathy).” – Pamela B. Rutledge, Ph.D., MBA, Positively Media, The Psychological Power of Storytelling
During the Media Insights & Engagement Conference earlier this month, Kelley Styring, Consumer Insight Strategist and Principal, Insight Farm, presented “The Human Element: Strategies to Observe, Engage and Connect.”
Kelley asserted that although today’s technology offers unlimited opportunities to connect with our audiences on multiple platforms, many of us struggle to make powerful connections with those audiences. This is because real communication takes place between people, not devices.
During her presentation, Kelley helped attendees look beyond merely modeling, averaging or guessing about the people who make up our audiences. She explained how to intentionally observe behaviors, engage to achieve authentic understanding and develop powerful connections with the human element.
According to Kelley, observing with impact involves active observation and deep inquiry. “Slicing” is also important by observing a finite task in a defined space. A small number of broad-based, in-depth interviews can provide an expandable base to help identify the problem and the reasons behind it.
Kelley describes these concepts and how they can support your business in “Five New Ways to Breathe Life into Qualitative Research”, Quirk’s Marketing Research Media.
Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices.