The Power of Human Experience in Research: Unlocking Deeper Insights
You know how we're always hearing about big data and AI these days? And yes, they are part of the process, but It's easy to get caught up in all the new stuff. But here's the thing - when it comes to research, it's still all about people. Let us tell you why getting to know the humans behind the data is so important and how it can lead to some pretty amazing insights.
Understanding human experience in research
Think about it - every time someone fills out a survey or shares their thoughts in a focus group, there's a real person behind those answers. They've got their own hopes, fears, and crazy life experiences.
"If you understand people not as consumers, but as people, it opens up so many more ways to connect," said Isabelle Landreville, President and Chief Insight Seeker at Sylvestre & Co.
It's like when you're getting to know a new friend. You don't just ask about their shopping habits. You want to know what makes them tick.
The shift from consumer insights to human truths
For a long time, market research was all about figuring out how people use products. But that's kind of like only looking at the tip of the iceberg. There's so much more going on beneath the surface.
It's about understanding people's emotions and experiences, not just what they buy. Isabelle shared this story about a brand that totally missed the mark with busy moms:
"I've seen messages that say, 'You're such a busy mom, it's chaotic, and you're failing because you can't get a balanced meal for your kids. We as Brand X will fix that for you,'" Isabelle said "But that comes across as insulting. It's like saying, 'You're a bad mom. How dare you.'"
Yikes, right? That brand clearly didn't get what it's really like to be a mom.
Understanding the human experience through empathy
Here's where empathy comes in. It's not just about asking questions - it's about really listening and trying to understand where people are coming from.
"I find that the initial conversation, like in a social context, is the equivalent of having that first drink," said Jordan Brown, resident storyteller at Sylvestre & Co. "After that, we're flowing, we're talking. It doesn't matter what the topic is, we're in this."
It's like when you're catching up with an old friend. Once you get past the small talk, that's when the real conversation starts.
The power of focus groups in human-centric research
You might think focus groups are old school, but they're still super valuable. It's not just about what people say - it's about watching how they interact, their body language, and what’s not being said – until we follow-up.
“There's something magical about making people laugh," said Isabelle about her focus groups. "They emotionally connect, you have a giggle, everybody feels human in a good way. And it doesn't lead to groupthink."
It's like when you're hanging out with a group of friends and everyone's just vibing. That's when people really start to open up.
The interplay of emotional and functional drivers
Now, here's where it gets really interesting. People don't just buy stuff because it works well. There's usually an emotional reason too. Isabelle put it this way:
"You have to serve a purpose," she said. "Play a functional role and back it up with something. But I believe you need to lead with emotion."
Think about a luxury car. Sure, it gets you from A to B, but it's really about how it makes you feel - successful, free, good. Understanding those feelings is key to connecting with people.
The limitations of AI in understanding human experience
AI is pretty amazing, but it's not great at picking up on all those human nuances.
"I don't think AI is there yet for finding human truths," said Isabelle. "AI is good at summarizing answers to specific questions. It's great at pulling together people's feedback and opinions."
But when it comes to really getting people, humans are still the best tool for the job.
Applying human truths in brand strategy
Once you understand these human truths, the tricky part is figuring out how to use them.
"Finding a human truth is one thing, using it and making sure as a brand you have permission to use it is another," Isabelle said. "You need a human truth. And then you need brand insights."
It's like if your friend tells you something personal - you can't just go blabbing about it to everyone. You have to be thoughtful about how you use that information.
