It's all about the data!
Updated: Oct 16, 2020
Insight is fundamentally based on collecting high quality data. In research (and in life generally), if there is sufficient data to work with that is of good quality, it’s more likely to lead to good decisions. The reverse is also true!
Surface level answers to direct questions, even if these are 'probes' only provide a small fraction of the ‘real’ answer and are often misleading. Consider the difference between the following:
–Why do you X?: expectation = rationale / linear reasoning
–Tell me about X… : expectation = narrative/ description / non-linear / reflection
In order to find useful answers, you need to explore how people really think; non-literal, non-linear and often below conscious awareness.