This week I want to offer you a copy of my latest paper, published in the International Journal of Market Research, Volume 54, Issue 3, this month. Called Working in Depth it provides what I hope is a comprehensive description of the value of face to face work – and the principles underpinning it – derived as they are in my practice from the European schools of psychology, rather than the American: in particular from Gestalt and Existentialism.
My approach is essentially about enabling the whole person to be present in the session: if you like brief, snappy expressions, I would sum it up as: “People before Products”.
I believe that many of the over-simplistic and plain wrong findings we get from formulaic ‘Question & Answer’ sessions arise from the fact that we only have 20% of each person in the room. We already know how tricky it is for everyone to get in touch with and express their real motives (see the work of Kahneman & Tversky), but there is a real opportunity to accomplish that if we set up a safe environment for in-depth work where people can join together to explore less obvious and less noble reasons for their choices and behaviour. Without a safe place where people have time to look inward, such in-depth work is impossible.
Here, without more ado is the paper! Please email me and let me know what you think – good or bad!