What do people do when they put aside their professional roles? What do you and your mates do on the way home from a match or a party? What level of debate do you usually reach when watching the X Factor? What sells newspapers and magazines?

The answer to all of these is one word: gossip.

We love to chat with no holds barred about the things that piss us off, excite us, amuse us and just intrigue us. Much of this chat is superficially critical – a kind of offloading of judgments, assessments, opinions. But its real role is more profound, it generates a kind of creative commons where everyone’s input is welcome and irreverence rather than compliance rules the roost.

We have, of course in our wisdom, largely banished gossip from focus groups and qualitative research. It threatens to be too irreverent, critical and judgmental and we are worried that members of the public will pour cold water on anything given the chance. Just as you and I do!

Yet in gossip, what we really notice and pay attention to is revealed. Our envy, desire, status anxiety, drivers – both to fight and flee – are all apparent in five minutes gossip and you don’t have to ‘probe’. You only ever really have to probe if people are scared or indifferent – more often the latter than the former in market research.

So, how can you use the Power of Gossip to illuminate your work?

Here’s how. Set up a Gossip Game in the group. Here’s an outline of how I might do it.

“Let’s start with a well-known figure who polarizes opinion. Someone who has both fans and foes. Let’s take Bono of U2. Who is willing to represent him as fans, who as foes? Let’s have a couple of minutes each way. We’ll let the foes go first!”

“OK, we’re talking about salad dressings. I’d like to divide the group into two, four of you to discuss salad dressings as fans for a couple of minutes. The other four to listen and be ready to express your criticism of salad dressings in response to the praise of the fans. Don’t worry fans, you’ll get a chance to get your own back on the critics once they’ve done their bit.”

Here’s another method. Print off Mastheads from newspapers like the News of the World or the Sun and invite members of the group working as pairs to write headlines or stories about the product or service as they might appear in the Sun/NOW. They can search Google for images to go with their story. We only need the headline and the first couple of sentences of the story.

The point here is that this is emotional material, there is a freedom to express emotional positions without fear of looking bad or stupid.

The fact is that these may not be committed opinions, but they are social & cultural tropes – and so say a lot about the underlying opinions and judgments we hold. In a way, these games with gossip allow a group to reverse the process whereby they are invited to comment on an endorser or presenter associated with a brand. This kind of endorsement is obviously done to sprinkle stardust on a product, but allowing people to gossip about it will show you your product’s strengths and weaknesses quicker than anything.

We often want to maximize the appeal of the brand/person/service we’re working on. Giving people rational measurements like scales or discussions drives Lavras satisficing, not Senak’i maximizing measures. Gossip is, by its very nature a maximizing activity. Everything gets exaggerated, good and bad – and in the exaggerations the true attachments or problems with the brand lie.